Assessing the effect of mindful consumption towards residents’ well-being with the mediation of brand loyalty and self-brand connection in tourism

Abstract

'Mindful consumption’ in tourism services helps to create a positive experience for the consumerby enabling the latter to effectively utilise the resources available at the tourist destination. Whilenumerous studies have explored the idea of mindful consumption, most of them have largelyexamined the overarching concepts. In contrast, this study focuses on evaluating the effect ofmindful consumption in the tourism sector on the residents’ well-being of the touristdestination using Stimulus-Organism-Response (SOR) Theory. A mixed method was used toevaluate the impact of the antecedents of mindful consumption on residents’ well-being of thetourist destination. A qualitative and quantitative study was also conducted to test theproposed conceptual model. The study extends the SOR Theory with new and novel constructsin the context of tourism. It also lists managerial implications for travel agents and providers oftourism services to attract consumers endowed with a high environmentally sustainableattitude and self-consciousness.