Mindful Consumption Behaviour : Scale Development and Validation

The concept of mindful consumption is new in the marketing literature. Though a few researchers explained it in different ways but no one actually developed a scale for this novel construct. This research examined Sheth’s conceptualization of mindful consumption and developed the scale for measuring mindful consumption behaviour focussing on Temperance in consumption. This research used appropriate qualitative and quantitative research methods for developing the first scale for measuring mindful consumption. The scale may be used by researchers in different academic fields and industry requirements