The mothers’ role in prospering a mindful consumer in Sri Lanka

Purpose: This study provides new understandings of the socio-structural elements that support (or undermine) domestic daily mindful consumption behaviours of kids and young adults of Sri Lanka. The process of mindful consumption and its adoption at home has been explored with the aim to understand how mothers have influenced their children in becoming mindful consumers. Design/methodology/approach: The findings presented are derived from 25 in-depth interviews with mothers and children in the context of Sri Lanka. Findings: It was evident that the Sri Lankan mothers are encouraging their child’s mindset and behaviour in terms of Limited Acquisitive consumption, Poor Aspirational consumption, Limited Repetitive consumption, caring for the community, caring for nature, and caring for self were found as the aspects of mindful consumption that were influenced by the mothers. Reducing, Reusing, Rejecting, Recycling and Redefining were the common mindful practices that were inspired by mothers which were highlighted by the respondents as shaped by mothers in terms of the child’s mindful mindset and mindful behaviour. Originality: This paper makes an important contribution to the field by studying the domestic mindful consumption practices adopted and taught to kids and young adults by their mothers.   Implications: Findings have practical implications for businesses that want to maximize stakeholder satisfaction through their corporate social responsibility activities and expand their opportunities for goodwill and company growth. Finally, this study implies the managerial and social aspects to improve mindfulness and thereby accomplish the goal of sustainability. Keywords: Mindfulness, Mindful Consumption, Children, Mothers, Sri Lanka