Mindfulness and green purchase intention: A mediated moderation model uncovering the role of ethical self-identity

Ecological economists seek alternatives to capitalism that might establish societies that prioritize respect for the planet. Building on recent conceptual works, the current research adopts a self-determination perspective on human motivation to propose a mediated moderation model in which mindfulness affects green purchase in-tentions (GPI). Specifically, a self-ethical identity might mediate the relationship between dispositional mind-fulness and GPI, and mindfulness training should enhance this effect. The test of the proposed model, with 778 members of the general population in France, affirms the hypothesized relationships, including a positive rela-tion between trait mindfulness and GPI that is significantly mediated by self-ethical identity. Attending mind-fulness training also has a moderating effect on this mediated relationship. The current study accordingly contributes to ongoing research designed to understand the potential benefits of mindfulness for resolving sus-tainability challenges.