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.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:lnu-106119 |
| Date | January 2021 |
| Creators | Hartigan, Patricia, Lakos, Sime |
| Publisher | Linnéuniversitetet, Institutionen för marknadsföring (MF) |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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