The influence of mindfulness and life satisfaction on mindful consumption: A study on Generation Z in Vietnam


Authors

  • Truong Duy Nhat Phuong Da Nang University – University of Economics
  • Truong Dinh Quoc Bao Da Nang University – University of Economics
  • Nguyen Pham Anh Ngoc Da Nang University – University of Economics
  • Nguyen Phuc Gia Bao Da Nang University – University of Economics
  • Pham Thanh Toan Da Nang University – University of Economics
DOI: https://doi.org/10.57110/vnu-jeb.v5i4.362

Keywords:

Mindfulness, mindful consumption, life satisfaction, experiment, Generation Z

Abstract

Global warming and mental health have emerged to be prominent issues; while academia around the world has investigated mindful consumption and how they influence life quality and nature. This research applied survey method and collected data via questionnaire to measure the mindfulness level among Gen Z consumers and how it affects life satisfaction and mindful consumption. The result proves that mindfulness positively influences mindful consumption and life satisfaction among university students. From these points, seeking to contribute to the broader understanding of how cultivating mindfulness in young individuals can lead to more sustainable consumption patterns and improved mental health outcomes is the most prominent objective of this research. Furthermore, these findings suggest that policymakers should consider integrating mindfulness practices into student lives to yield numerous benefits.

References

Allardt, E. (1976). Dimensions of welfare in a comparative Scandinavian study. Acta Sociologica, 19(3), 227–239. https://www.jstor.org/stable/4194131

American Psychological Association. (2017). Stress in America™ 2017: Technology and social media. https://www.apa.org/news/press/releases/stress/2017/technology-social-media.pdf

Analayo, B. (2006). Satipatthana: The direct path to realization. Buddhist Wisdom Centre. https://www.abhayagiri.org/media/discs/2015WinterRetreat/Sources/Analayo_Satipatthana-The-Direct-Path-to-Realization.pdf

Andrews, F. M., & Withey, S. B. (1976). Measuring global well-being. In F. M. Andrews & S. B. Withey (Eds.), Social Indicators of Well-being: Americans’ Perceptions of Life Quality (pp. 63–106). https://doi.org/10.1007/978-1-4684-2253-5

Assadourian, E. (2008). The living earth ethical principles. World Watch, 21(5), 46–47.

Bahl, S., Milne, G. R., Ross, S. M., Mick, D. G., Grier, S. A., Chugani, S. K., ... & Boesen-Mariani, S. (2016). Mindfulness: Its transformative potential for consumer, societal, and environmental well-being. Journal of Public Policy & Marketing, 35(2), 198–210. https://doi.org/10.1509/jppm.15.139

Bajaj, B., & Pande, N. (2016). Mediating role of resilience in the impact of mindfulness on life satisfaction and affect as indices of subjective well-being. Personality and Individual Differences, 93, 63–67. https://doi.org/10.1016/j.paid.2015.09.005

Bhattacharjee, A., Chatterjee, B., & Singh, S. (2019). Influence of mindfulness on consumption: a qualitative study of Indian consumers. Purushartha - a Journal of Management Ethics and Spirituality, 13(02), 17–29. https://doi.org/10.21844/16201913202

Bodhi, B. (2011). What does mindfulness really mean? A canonical perspective. Contemporary Buddhism, 12(1), 19–39. https://doi.org/10.1080/14639947.2011.564813

Brown, K. W., & Kasser, T. (2005). Are psychological and ecological well-being compatible? The role of values, mindfulness, and lifestyle. Social Indicators Research, 74, 349–368. https://doi.org/10.1007/s11205-004-8207-8

Brown, K. W., & Ryan, R. M. (2003). The benefits of being present: Mindfulness and its role in psychological well-being. Journal of Personality and Social Psychology, 84(4), 822–848. https://doi.org/10.1037/0022-3514.84.4.822

Campbell, A., Converse, P. E., & Rodgers, W. L. (1976). The Quality of American Life: Perceptions, Evaluations, and Satisfactions. Russell Sage Foundation. https://www.russellsage.org/sites/default/files/QualityAmLife.pdf

Carmody, J., & Baer, R. A. (2008). Relationships between mindfulness practice and levels of mindfulness, medical and psychological symptoms, and well-being in a mindfulness-based stress reduction program. Journal of Behavioral Medicine, 31, 23–33. https://doi.org/10.1007/s10865-007-9130-7

Cebolla, A., Campos, D., Galiana, L., Oliver, A., Tomás, J. M., Feliu-Soler, A., … & Baños, R. M. (2017). Exploring relations among mindfulness facets and various meditation practices: Do they work in different ways? Consciousness and Cognition, 49, 172–180. https://doi.org/10.1016/j.concog.2017.01.012

Chin, W.W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates.

Cohn, M. A., Fredrickson, B. L., Brown, S. L., Mikels, J. A., & Conway, A. M. (2009). Happiness unpacked: Positive emotions increase life satisfaction by building resilience. Emotion, 9(3), 361–368. https://doi.org/10.1037/a0015952

Daig, I., Herschbach, P., Lehmann, A., Knoll, N., & Decker, O. (2009). Gender and age differences in domain-specific life satisfaction and the impact of depressive and anxiety symptoms: A general population survey from Germany. Quality of Life Research, 18, 669–678. https://doi.org/10.1007/s11136-009-9481-3

Diener, E. (Ed.). (2009). Assessing well-being: The collected works of Ed Diener (Vol. 39). Springer Science & Business Media. https://link.springer.com/book/10.1007/978-90-481-2354-4

Diener, E., Emmons, R. A., Larsen, R. J., & Griffin, S. (1985). The Satisfaction With Life Scale. Journal of Personality Assessment, 49(1), 71–75. https://doi.org/10.1207/s15327752jpa4901_13

Dittmar, H., Bond, R., Hurst, M., & Kasser, T. (2014). The relationship between materialism and personal well-being: A meta-analysis. Journal of Personality and Social Psychology, 107(5), 879–924. https://doi.org/10.1037/a0037409

Emanuel, K. (2017). Assessing the present and future probability of Hurricane Harvey’s rainfall. Proceedings of the National Academy of Sciences, 114(48),12681–12684. https://doi.org/10.1073/pnas.1716222114

Fischer, D., Stanszus, L., Geiger, S., Grossman, P., & Schrader, U. (2017). Mindfulness and sustainable consumption: A systematic literature review of research approaches and findings. Journal of Cleaner Production, 162, 544–558. https://doi.org/10.1016/j.jclepro.2017.06.007

Flurry, L. A., & Swimberghe, K. R. (2016). Consumer ethics of adolescents. Journal of Marketing Theory and Practice, 24(1), 91–108. https://doi.org/10.1080/10696679.2016.1089766

Francis, T., & Hoefel, F. (2018, November 12). ‘True Gen’: Generation Z and its implications for companies. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies

Fromm, J., & Read, A. (2018). Marketing to Gen Z: The rules for reaching this vast—and very different—generation of influencers. AMACOM.

Fung, K.-k., Hung, S. S.-l., Lai, D. W. L., Shum, M. H. Y., Fung, H.-w., & He, L. (2023). Access to Information and Communication Technology, Digital Skills, and Perceived Well-Being among Older Adults in Hong Kong. International Journal of Environmental Research and Public Health, 20(13), 6208. https://doi.org/10.3390/ijerph20136208

Fung, T. T., et al. (2024). Mindful eating: The nutrition source. Harvard T.H. Chan School of Public Health. https://nutritionsource.hsph.harvard.edu/mindful-eating/

Galante, J., Dufour, G., Vainre, M., Wagner, A. P., Stochl, J., Benton, A., Lathia, N., Howarth, E., & Jones, P. B. (2017). A mindfulness-based intervention to increase resilience to stress in university students (the Mindful Student Study): a pragmatic randomised controlled trial. The Lancet Public Health, 3(2), e72–e81. https://doi.org/10.1016/s2468-2667(17)30231-1

Germer, C. K. (2005). Mindfulness: What is it? What does it matter? In C. K. Germer, R. D. Siegel, & P. R. Fulton (Eds.), Mindfulness and psychotherapy (pp. 3–27). Guilford Press.

Glatzer, W., Zapf, W., & Berger, R. (1984). Lebensqualität in der Bundesrepublik: objektive Lebensbedingungen und subjektives Wohlbefinden. Campus-Verlag.

Gupta, S., & Verma, H. V. (2019). Mindful consumption behaviour: Scale development and validation. Asian Journal of Multidimensional Research (AJMR), 8(5), 271–278. http://doi.org/10.5958/2278-4853.2019.00200.3

Gupta, S., & Verma, H. V. (2020). Mindfulness, mindful consumption, and life satisfaction: An experiment with higher education students. Journal of Applied Research in Higher Education, 12(3), 456–474. https://doi.org/10.1108/JARHE-11-2018-0235

Hagenauer, G., Gläser-Zikuda, M., & Moschner, B. (2018). University students’ emotions, life-satisfaction, and study commitment: A self-determination theoretical perspective. Journal of Further and Higher Education, 42(6), 808–826. https://doi.org/10.1080/0309877X.2017.1323189

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). SAGE.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203

Hanh, T. N., & Hoa, M. Q. (1976). The Miracle of Being Awake. Buddhist Publication Society. http://read.goodweb.net.cn/PDF/p32/The%20Miracle%20of%20Being%20Awake.pdf

Hayes, A. F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408–420. https://doi.org/10.1080/03637750903310360

Headey, B., & Wearing, A. (1992). Understanding Happiness: A Theory of Subjective Well-being. Longman Cheshire.

Henning, M. A., Krägeloh, C., Thompson, A., Sisley, R., Doherty, I., & Hawken, S. J. (2015). Religious affiliation, quality of life and academic performance: New Zealand medical students. Journal of Religion and Health, 54, 3–19. https://doi.org/10.1007/s10943-013-9769-z

Henriksson, J., Wasara, E., & Rönnlund, M. (2016). Effects of eight-week-web-based mindfulness training on pain intensity, pain acceptance, and life satisfaction in individuals with chronic pain. Psychological Reports, 119(3), 586–607. https://doi.org/10.1177/0033294116675086

Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8

Höck, M., & Ringle, C. M. (2010). Local strategic networks in the software industry: An empirical analysis of the value continuum. International Journal of Knowledge Management Studies, 4(2), 132–151. https://doi.org/10.1504/IJKMS.2010.030789

Howell, R. T., & Howell, C. J. (2008). The relation of economic status to subjective well-being in developing countries: A meta-analysis. Psychological Bulletin, 134(4), 536–560. https://doi.org/10.1037/0033-2909.134.4.536

Hunecke, M., & Richter, N. (2019). Mindfulness, construction of meaning, and sustainable food consumption. Mindfulness, 10(3), 446–458. https://doi.org/10.1007/s12671-018-0986-0

Kabat-Zinn, J. (2003). Mindfulness-based interventions in context: Past, present, and future. Clinical Psychology: Science and Practice, 10(2), 144–156. https://doi.org/10.1093/clipsy.bpg016

Karaman, M. A., & Watson, J. C. (2017). Examining associations among achievement motivation, locus of control, academic stress, and life satisfaction: A comparison of US and international undergraduate students. Personality and Individual Differences, 111, 106–110. https://doi.org/10.1016/j.paid.2017.02.006

Keng, S.-L., Smoski, M. J., & Robins, C. J. (2011). Effects of mindfulness on psychological health: A review of empirical studies. Clinical Psychology Review, 31(6), 1041–1056. https://doi.org/10.1016/j.cpr.2011.04.006

Korunovska, J., & Spiekermann, S. (2019). The Effects of Information and Communication Technology Use on Human Energy and Fatigue: A Review. https://arxiv.org/abs/1910.01970

Langer, E. J., & Moldoveanu, M. (2000). The construct of mindfulness. Journal of Social Issues, 56(1), 1–9. https://doi.org/10.1111/0022-4537.00148

Le, T.-M. H., & Ngoc, B. M. (2024). Consumption-related social media peer communication and online shopping intention among Gen Z consumers: A moderated-serial mediation model. Computers in Human Behavior, 153, 108100. https://doi.org/10.1016/j.chb.2023.108100

Li, X., Ma, L., & Li, Q. (2022). How mindfulness affects life satisfaction: Based on the Mindfulness-to-Meaning theory. Frontiers in Psychology, 13, 887940. https://doi.org/10.3389/fpsyg.2022.887940

Matte, J., Fachinelli, A. C., De Toni, D., Milan, G. S., & Olea, P. M. (2021). Relationship between minimalism, happiness, life satisfaction, and experiential consumption. SN Social Sciences, 1(7), 166. https://doi.org/10.1007/s43545-021-00191-w

Milne, G. R., Villarroel Ordenes, F., & Kaplan, B. (2020). Mindful consumption: Three consumer segment views. Australasian Marketing Journal, 28(1), 3–10. https://doi.org/10.1016/j.ausmj.2019.09.003

Nassani, A. M., Khader, J. A., & Ali, I. (2013). Consumer environmental activism, sustainable consumption behavior and satisfaction with life. Life Science Journal, 10(2), 1000–1006. https://www.lifesciencesite.com/lsj/life1002/140_16896blife1002_1000_1006.pdf

Ngo, T. T. A., Nguyen, N. T. T., Nguyen, H. T., & Tran, M. D. (2022). Eco-friendly fashion among Generation Z: Evidence from Vietnam. PLOS ONE, 17(8), e0272789. https://doi.org/10.1371/journal.pone.0272789

Ngoc, A. M., & Nishiuchi, H. (2023). Discrete/Continuous model for motorcycle ownership and utilization across income groups in a Vietnamese medium-sized motorcycle-dependent city. Transportation Research Record, 2677(10). https://doi.org/10.1177/03611981231161615

Nguyen, V. K. T., Dung, N. V., Hoang, L. P., Duy, N. L., Tran, D. D., Anh, T. T., Kummu, M., Merz, B., & Apel, H. (2020). Future projections of flood dynamics in the Vietnamese Mekong Delta. Science of the Total Environment, 742, 140596. https://doi.org/10.1016/j.scitotenv.2020.140596

Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). McGraw-Hill.

O’Leary, B., Ferguson, R., & Ben Mrad, S. (2024). Mindful marketing: A study of the effect of impulse buying on mindfulness and the mediating effect of trait antecedents. Journal of Marketing Analytics, 13(1), 1–16. https://doi.org/10.1057/s41270-024-00304-3

Perrin, A. (2015). Social media usage: 2005–2015. Pew Research Center. https://www.pewresearch.org/internet/2015/10/08/social-networking-usage-2005-2015/

Przybylski, A. K., & Weinstein, N. (2013). Can you connect with me now? How the presence of mobile communication technology influences face-to-face conversation quality. Journal of Social and Personal Relationships, 30(3), 237–246. https://doi.org/10.1177/0265407512453827

Reb, J., Narayanan, J., & Ho, Z. W. (2015). Mindfulness at work: Antecedents and consequences of employee awareness and absent-mindedness. Mindfulness, 6, 111–122. https://doi.org/10.1007/s12671-013-0236-4

Richter, N., & Hunecke, M. (2020). Facets of mindfulness in stages of behavior change toward organic food consumption. Mindfulness, 11, 3072–3085. https://doi.org/10.1007/s12671-020-01351-4

Roberts, J. A., & David, M. E. (2016). My life has become a major distraction from my cell phone: Partner phubbing and relationship satisfaction among romantic partners. Computers in Human Behavior, 54, 134–141. https://doi.org/10.1016/j.chb.2015.07.058

Rosenberg, E. L. (2004). Mindfulness and consumerism. In T. Kasser & A. D. Kanner (Eds.), Psychology and Consumer Culture: The Struggle for a Good Life in a Materialistic World (pp. 117–139). American Psychological Association. https://doi.org/10.1037/10658-007

Schuman-Olivier, Z., Trombka, M., Lovas, D. A., Brewer, J. A., Vago, D. R., Gawande, R., Dunne, J. P., Lazar, S. W., Loucks, E. B., & Fulwiler, C. (2020). Mindfulness and behavior change. Harvard Review of Psychiatry, 28(6), 371–394. https://doi.org/10.1097/HRP.0000000000000277

Schutte, N. S., & Malouff, J. M. (2011). Emotional intelligence mediates the relationship between mindfulness and subjective well-being. Personality and Individual Differences, 50(7), 1116–1119. https://doi.org/10.1016/j.paid.2011.01.037

Seemiller, C., & Grace, M. (2016). Generation Z goes to college. John Wiley & Sons.

Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39, 21–39. https://doi.org/10.1007/s11747-010-0216-3

Simpson, R., Booth, J., Lawrence, M., Byrne, S., Mair, F., & Mercer, S. (2014). Mindfulness based interventions in multiple sclerosis—a systematic review. BMC Neurology, 14(1), 15. https://doi.org/10.1186/1471-2377-14-15

Torelli, C. J., & Rodas, M. A. (2024). Culture and consumer behavior. In Springer eBooks (pp. 65–84). https://doi.org/10.1007/978-3-031-50812-7_6

Wamsler, C., Brossmann, J., Hendersson, H., Kristjansdottir, R., McDonald, C., & Scarampi, P. (2017). Mindfulness in sustainability science, practice, and teaching. Sustainability Science, 13(1), 143–162. https://doi.org/10.1007/s11625-017-0428-2

World Bank. (2022). Vietnam Country Climate and Development Report. https://documents1.worldbank.org/curated/en/099000007072236813/pdf/P177241053ba0a05a0811809c0a36a856da.pdf

Xiao, J. J., & Li, H. (2011). Sustainable consumption and life satisfaction. Social Indicators Research, 104, 323–329. https://doi.org/10.1007/s11205-010-9746-9

Yigit, M. K. (2020). Investigating the relationship between consumer mindfulness and sustainable consumption behavior. International Journal of Research in Business and Social Science (2147-4478), 9(6), 37–43. https://doi.org/10.20525/ijrbs.v9i6.915

Zhao, Q., Guo, Y., Ye, T., Gasparrini, A., & Tong, S., et al. (2021). Global, regional, and national burden of mortality associated with non-optimal ambient temperatures from 2000 to 2019: a three-stage modelling study. Lancet Planetary Health, 5, e415–e425. Roberts, J. A., & David, M. E. (2016). My life has become a major distraction from my cell phone: Partner phubbing and relationship satisfaction among romantic partners. Computers in Human Behavior, 54, 134–141. https://doi.org/10.1016/j.chb.2015.07.058

Downloads

Download data is not yet available.

Author Biography

Truong Dinh Quoc Bao, Da Nang University – University of Economics

Faculty of Marketing

Downloads

Published

25-08-2025

Abstract View

97

PDF Downloaded

17

How to Cite

Truong Duy Nhat Phuong, Truong Dinh Quoc Bao, Nguyen Pham Anh Ngoc, Nguyen Phuc Gia Bao, & Pham Thanh Toan. (2025). The influence of mindfulness and life satisfaction on mindful consumption: A study on Generation Z in Vietnam. VNU University of Economics and Business, 5(4), 34. https://doi.org/10.57110/vnu-jeb.v5i4.362

Issue

Section

Original Articles