Purpose: The purpose of the present study is to contribute to existing gap in the literature regarding mindful consumption, which is the fundamental subject of this thesis. The research is focused on the identification of factors that influence the sense of caring in Swedish student’s mindset and temperance in their behavior with respect to mindful consumption. The literature search revealed that these factors are yet to be identified. Therefore, the present study aims to contribute to existing gap in literature by exploring Swedish students’ mindful consumption and extracting the internal and external factors that influence it. Research Methodology: By conducting an in-depth case study analysis, the present research relied on the application of mindful consumption framework in order to accomplish the above-mentioned purpose of the research. The present paper was conducted by applying a qualitative research strategy. A total of six in-depth semi-structured interviews were conducted and the collected data were further analyzed by applying thematic analysis method for qualitative data analysis in which the data were first coded and later these codes were analyzed and grouped together in order to develop themes that would further indicate the factors that influence the sense of caring in mindset and temperance in behavior among Swedish students. Findings: The findings have revealed that internal and external factors influence mindful consumption mindset and behavior of Swedish students. Furthermore, it was revealed that these factors highly interact which each other and together reinforce mindful consumption mindset and behavior. The findings further revealed that mindful consumption needs to be further promoted by governments, the media, lobby institutions and other organizations, especially because people view it as important and capable of contributing and changing current unsustainable consumption patterns.

Background: Mindful consumption is considered to be a process that is beneficial forconsumers, society and environment. Food consumption and mindfulness are two concepts thatwork very well together. Practicing mindful food consumption often results in behaviour that issocially and environmentally responsible. For the vast majority of consumers consumption isviewed in a positive light.In modern day society mindful consumption is on the rise. This isespecially true for food consumption. Practitioners of mindful consumption contribute topreservation of the environment and are socially responsible and this has a correlation withindividual consumers interest and societal interest.Purpose: The purpose of this study is to describe what the driving forces of mindfulconsumerism are from the perspective of food consumption.Methodology: Researchers decided on deductive approach, established theory of plannedbehaviour is used to observe. Furthermore the researchers used qualitative research sincemindful consumerism is not expanded enough to test in a quantitative approach. The researchdesign of the study is defining a research question, actually defining the research, data collectionprocess, analysing the data and writing a research report on it. For the data collected theresearchers focused on primary data collection methods in order to better understand thephenomenon and lastly for the data collection instruments a focus group interview has beenchosen with a thematic analysis to analyze the results. Lastly the sampling method chosen is thegeneric purposive sampling where researchers chose specific participants that exhibit certaincharacteristics.Theoretical framework: The researchers question was what leads to mindful consumerism, inorder to achieve that the planned behavioural model was used. In this paper the researchers havefocused on four themes that can be connected to mindful food consumption. Environment andsustainability, health and wellbeing, self preservation, social and moral implications. By applying3theory of planned behaviour to these four topics the researchers could pinpoint what factorsexactly lead to mindful consumerism.Findings: The authors argue that some of the four themes have more influence on mindfulconsumption of food and lastly that consumers themselves are responsible for the decision toengage in mindful consumption of their food.

Textile waste is a growing problem in the world and although it is being noticed in the fast fashion category the industry providing home fashion textiles is being largely ignored. However, with companies such as H&M and Zara entering the market there is a cause for concern due to their current business models. To address such complexities modern research practices are needed. With a transdisciplinary group, an innovative solution can be discovered in the process of defining and developing solutions for such problems. Focusing on the topic of home fashion textile waste the team learned that people often took their unwanted textiles to second hand or thrift stores rather than throwing them in the trash. However, when purchasing home fashion textiles there was a conscious decision to avoid going to secondhand sources to acquire their textile items. This posed a problem as consumers felt good about donating but then expressed disdain for those same outlets as a method of acquiring their home fashion textiles. This offers an opportunity for companies, such as IKEA to act with consumers to develop new ways to tackle this problem. The team decided to address this disparity through a communication tool where multi-level co-creation would be used. The United Nations encourages developments such as the Dare to Care framework as is expressed in sustainability goal 12.8 where exposure and education in consumption is vital to create sustainable behaviour. Through workshop participation, based on the framework provided, it is possible to achieve this goal through mindful consumption exposure, development of sustainable actions that consumers can take part in, and partner consumers with industry to develop new sustainability measures that focus on consumer acceptance.

In today’s society the question about consumption are a real problem. With focus on clothing brands it can be seen as a possibility to expand due to the increased demand from customers. With new ways of marketing and easier ways of shopping creates opportunities for customers to shop without any problems. The trend of “fast fashion” have influenced clothing brands to keep a constant flow of new clothes. Which tends to affect brands to choose a way to maximize their profit, and therefore look for cheaper ways of producing. But because of the higher set demand on sustainability, clothing brands has put more focus on sustainability throughout the company. This leads to the question about the responsibility that clothing brands has for the grown consumption patterns together with making profit. How does clothing brands handle the high set demand from customers while influencing a more sustainable consumption. This study is focusing on four Swedish clothing companies that are currently international active. The empirical material consists of the sustainability communication on their website. A critical discourse analysis is used to determine patterns in the different marketing discourses to answer the purpose of this of this study and provide a recommendation for companies which are in line with the work towards sustainable consumption. In conclusion in this study we highlight the importance of well thought through market communication. With focus on sustainability it helps the company to make decisions and communicate more clearly and creates opportunities to influence consumers to make choices towards sustainable consumption. With a company stance towards educating customers also affect more than consumers. It affects the industry views to change and creates opportunities to change towards more sustainable choices. The website can be seen as the main stage for the clothing brands to influence consumers towards more sustainable consumption. Mainly with showing the great extent the companies goes to with their work with sustainability in all working part of the company. But also by showing the value it creates. With a focus on the value of the products, the company are able guide consumers to make sustainable choices and be more aware of their consumption patterns, in all aspects of their life.

A large body of research implies that modern human behaviour threatens various life – sustaining resources. The excessive consumption patterns of resources by humans has been identified as one of the main causes of the environmental crisis. Automatic and unconscious decision-making behaviours have become deeply internalized among individuals, resulting in unsustainable and unnecessary consumption patterns. Emerging literature has begun to explore the concept of mindfulness in relation to sustainable consumption, and reports on a positive relation to lower ecological footprints, connectedness to nature and sustainable consumption patterns. This particular study builds upon existing empirical findings and addresses the relationship between mindfulness, impulsivity and consumption. An extensive literature review and primary data collection method based on a convenience sample, were used as methodological approaches for this study. Based on the data gathered through an online questionnaire, the study finds that mindfulness has a negative relation to impulsive buying behaviour, suggesting a decrease in impulsive consumption among individuals with a higher level of mindfulness. Contrary to existing research, this study found no significant relation between mindfulness and pro-environmental behaviour. However, there are several limitations to this study due to method bias, measurement issues as well as due to the format of the questionnaire approach, that need to be considered when discussing the findings. Overall, this research indicated that by tapping into mindfulness, individuals may become less vulnerable to automatic processing, helping to break routines and make consumers become more aware of negative effects of consumption choices. This paper recommends continued research and suggests possible future pathways.