The influence of mindfulness on the attitude–behaviour gap in sustainable fashion consumption in the fast fashion industry

This work-in-progress study explores the influence of mindfulness on the Attitude-Behaviour (A-B) gap in sustainable fashion consumption within the fast fashion industry, focusing on Indian consumers. While consumers increasingly express concern for sustainability, their behaviour often remains inconsistent with these values, a phenomenon known as the A-B gap. Drawing on the concept of mindfulness – defined as the awareness that arises from paying attention, on purpose, in the present moment, and non-judgmentally – this study investigates whether higher levels of mindfulness are associated with a smaller A-B gap. It further explores the internal and external barriers that even mindful consumers face in aligning their sustainability attitudes with actual behaviour. A qualitative research approach using semi-structured interviews will be employed for data collection and thematic analysis will be used to identify patterns related to mindfulness, consumer decision-making, and value-behaviour alignment. This study aims to contribute to literature by integrating mindfulness theory with sustainable consumption research and to offer practical insights for sustainability marketers and policymakers seeking to promote mindful, responsible consumer behaviour in the fast fashion sector.