Purpose: This study examined the impact of mindful consumption on customer experiences in the organic food market. With health and sustainability becoming more important—especially after the COVID-19 pandemic—it was essential to understand how consumers viewed and interacted with organic food. The research examined how health orientation, sustainable attitudes, and mindful living impacted purchasing decisions.

Methodology: A convergent mixed-methods research approach was adopted to collect data from 850 respondents using a structured questionnaire. Structural equation modeling (SEM) was employed for the quantitative analysis, and customer journey mapping was used to capture qualitative insights. Such an approach enabled an extensive investigation of how different dimensions of mindful consumption [i.e., health orientation, sustainability, and conscious living] influenced customer experience and purchasing behavior.

Findings: The findings indicated that health orientation, sustainability, and shopping convenience had a significant impact on customer experience. Furthermore, store layout and features were important determinants of whether they would intend to make a purchase. These results highlighted the role of mindfulness in the experiences of consumers with organic food. Practical

Implications: These revelations could offer businesses and marketers a new way to refine their tactics in accordance with the growing demand from mindful consumers. Through advocacy for the health, environmental, and convenience benefits of organic food, the industry could drive growth in the organic food market.

Originality: This study developed a comprehensive theoretical model that links mindfulness consumption to customer experience. Filling the gaps of research led to the discovery of new aspects of (previously recognized aspects of) the relationship between mindful consumption and consumer decision-making in the organic food market, making both the academic investigation and practical marketing more useful.

1. Abbott, L. (1955). Quality and competition (pp. 122–146). Columbia University Press. https://www.scirp.org/reference/referencespapers?referenceid=2234031
2. Alderson, W. (1957). Marketing behavior and executive action: A functionalist approach to marketing theory. Richard D. Irwin, Inc.
3. Bahl, S., Milne, G. R., Ross, S. M., Mick, D. G., Grier, S. A., Chugani, S. K., Chan, S. S., Gould, S., Cho, Y.-N., Dorsey, J. D., Schindler, R. M., Murdock, M. R., & Boesen-Mariani, S. (2016). Mindfulness: Its transformative potential for consumer, societal, and environmental wellbeing. Journal of Public Policy & Marketing, 35(2), 198–210. https://doi.org/10.1509/jppm.15.139
4. Balaji, V., & Injodey, J. I. (2017). Organic food products: A study on perception of Indian consumers. Indian Journal of Marketing, 47(1), 26–40. https://doi.org/10.17010/ijom/2017/v47/i1/108808
5. Becker, L., & Jaakkola, E. (2020). Customer experience: Fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630–648. https://doi.org/10.1007/s11747-019-00718-x
6. Bollen, K. A. (1989). Structural equations with latent variables. John Wiley & Sons, Inc. https://doi.org/10.1002/9781118619179
7. Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018). Customer experience challenges: Bringing together digital, physical and social realms. Journal of Service Management, 29(5), 776–808. https://doi.org/10.1108/JOSM-04-2018-0113
8. Brown, K. W., Ryan, R. M., & Creswell, J. D. (2007). Mindfulness: Theoretical foundations and evidence for its salutary effects. Psychological Inquiry, 18(4), 211–237. https://doi.org/10.1080/10478400701598298
9. Davids, T. (1881). Buddhist Suttas. The Clarendon Press, Oxford. https://www.discoveringbuddha.org/wp-content/uploads/2016/08/SBE-Buddhist-Suttas-TWRD-1881.pdf
10. De Wet, M. J. (2008). An exploration of modern consumer society and a guide towards mindful consuming (Doctoral dissertation, University of Hartford). ProQuest Dissertations & Theses. https://www.proquest.com/openview/7ae712a18afb1c00c2e6bc3a819593ed/1?cbl=18750&pq-origsite=gscholar
11. Global Footprint Network. (2025). Earth overshoot day 2022. https://www.footprintnetwork.org/our-work/earth-overshoot-day/
12. Godovykh, M., & Tasci, A. D. (2020). Customer experience in tourism: A review of definitions, components, and measurements. Tourism Management Perspectives, 35, Article ID 100694. https://doi.org/10.1016/j.tmp.2020.100694
13. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education. https://www.scirp.org/reference/referencespapers?referenceid=2190475
14. Haobin, Y. B., Huiyue, Y., Peng, L., & Fong, L. H. (2021). The impact of hotel servicescape on customer mindfulness and brand experience: The moderating role of length of stay. Journal of Hospitality Marketing & Management, 30(5), 592–610. https://doi.org/10.1080/19368623.2021.1870186
15. Heinonen, K., Strandvik, T., Mickelsson, K.-J., Edvardsson, B., Sundström, E., & Andersson, P. (2010). A customer-dominant logic of service. Journal of Service Management, 21(4), 531–548. https://doi.org/10.1108/09564231011066088
16. Hjelmar, U. (2011). Consumers' purchase of organic food products. A matter of convenience and reflexive practices. Appetite, 56(2), 336–344. https://doi.org/10.1016/j.appet.2010.12.019
17. Holbrook, M. B., & Hirschman, E. C. (1982). The experiential aspects of consumption: Consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132–140. https://doi.org/10.1086/208906
18. Kabat-Zinn, J., & Hanh, T. N. (2013). Full catastrophe living: Using the wisdom of your body and mind to face stress, pain, and illness. Bantam. https://www.amazon.in/Full-Catastrophe-Living-Revised-Illness/dp/0345536932
19. Mahmud, S. H., Anuar, M. M., Halim, M. A., & Yaakop, A. Y. (2019). The influence of self-care on mindful consumption behaviour. The Journal of Social Sciences Research, 5(1), 94–100. https://doi.org/10.32861/jssr.51.94.100
20. Paul, J., & Rana, J. (2012). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412–422. https://doi.org/10.1108/07363761211259223
21. Saleem, M. A., Wasaya, A., & Zahra, S. (2017). Determinants of frozen food purchase intentions: Insights from a developing country. Indian Journal of Marketing, 47(7), 47–59. https://doi.org/10.17010/ijom/2017/v47/i7/116476
22. Shanta, S. E., Hossain, M. J., Biswas, R., Alim, M. A., & Ara, M. A. (2025). Consumers' organic food purchase behavior in Bangladesh : An extended theory of planned behavior approach. Indian Journal of Marketing, 55(1), 64–80. https://doi.org/10.17010/ijom/2025/v55/i1/174688
23. Sheth, J. N., Sethia, N. K., & Srinivas, S. (2011). Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science, 39(1), 21–39. https://doi.org/10.1007/s11747-010-0216-3
24. Sivathanu, B. (2017). Food marketing and its impact on adolescents' food choices. Indian Journal of Marketing, 47(8), 46–60. https://doi.org/10.17010/ijom/2017/v47/i8/117432
25. Sousa, E. C., & Freire, L. (2023). The effect of brief mindfulness-based intervention on patient satisfaction & loyalty after waiting. The Journal of Consumer Affairs, 57(2), 906–942. https://doi.org/10.1111/joca.12488
26. Trentmann, F. (2016). Empire of things: How we became a world of consumers, from the fifteenth century to the twenty-first. Harper.