Today's marketplace is shaped by habits of excess that threaten both consumer well-being and the environment, placing overconsumption, materialism, and unsustainable business practices at the heart of contemporary marketing debates. Mindful Consumption and Marketing redefines how markets, organizations, and individuals navigate demand and growth by positioning mindfulness as a transformative lens for theory and practice. Situated at the intersection of consumer behavior, marketing strategy, and sustainable enterprise, it shows how conscious awareness of both internal experiences and external market forces can shape more deliberate and purposeful choices. Krittinee Nuttavuthisit advances a vision of marketing as a moral and relational practice, where value creation balances profitability with consumer well-being, social equity, and ecological responsibility. Through a combination of theory-driven chapters on consumer psychology, sociocultural context, and decision-making, alongside rich case-based illustrations, she charts a forward-looking path for scholars and practitioners seeking more balanced and sustainable market development.

'This enlightened perspective of business practice challenges bedrock marketing and consumer research concepts and precepts by suffusing them with mindful modifications, enriching both theory and application. The book advances a vision of a broader, holistic market ecology, shaped by stewardship in service to wellbeing, where morality and authenticity unseat insatiability.'

John F. Sherry, Jr. - Raymond W. & Kenneth G. Herrick Professor of Marketing Emeritus, Mendoza College of Business, University of Notre Dame

‘Beautifully argued and empirically rich, this book develops mindfulness as a conceptual framework that bridges its spiritual origins with contemporary marketing. It is poised to become a definitive text for anyone interested in integrating economic goals with consumer well-being, social equity, and ecological sustainability.’

Benét DeBerry-Spence - Professor of Marketing, University of Illinois Chicago

‘This book offers an unprecedented, essential look at the nature of mindful consumption and what that means for business and society. It is nothing short of transformative in its clear-eyed and meticulous rethinking of established marketing foundations from a mindfulness perspective, offering a sorely needed blueprint for aligning business success with authentic well-being and enduring societal value.’

Sankar Sen - Lawrence and Carol Zicklin Chair in Corporate Integrity and Governance, and Professor of Marketing at Baruch College, City University of New York

'With this book, Nuttavuthisit contributes a new perspective for effective and responsible marketing in the modern era, aligned with the Marketing for Good and Transformative Consumer Research initiatives. Drawing on mindfulness thinking and research she activates deep-rooted insights from Asian culture and make them relevant and operational for marketing worldwide. The book should be read by everyone teaching, learning, or practicing marketing, or concerned with developing better marketing for a better world.'

John Thøgersen - Professor in the Department of Management, Aarhus University