No abstract

Mindful consumption is considered to be a new wave of consumer behaviour. Moreover, as an increasingly educated and financially sophisticated society, Malaysia has the potential to further the trend of mindful consumption in everyday living while, at the same time, contributing towards sustainable future. This paper was designed to extend the line of discussion between the trends of mindful consumption in Malaysian society according to the mindful consumption model by Sheth et al. (J Acad Mark Sci 39:21-39, 2011). This model was adopted in this study as the guiding principle where mindful consumption is premised on a consumer mindset of caring for self, caring for community and lastly caring for nature that reflect behaviourally into temperance with acquisitive, repetitive and aspirational consumption. Correspondingly, this paper focuses on mindful consumption of investors towards investment decision making. In addition, this allows them to tell their own perspective on how mindful consumption impacted their investment decision-making. It is anticipated that by adopting mindful consumption in this study, the reasons towards investor's investment decision can be identified through their consumption behaviour.