The double dividend of mindfulness in digital marketing: how mindfulness can drive sustainable consumption in the era of digital distraction

Recent research suggests mindfulness positively influences sustainable consumption, but its role in the dynamic digital context remains underexplored. The digital era has changed the way people buy things, creating new possibilities for sustainable consumption. The constant connectivity and abundance of information in the digital landscape intensify distractions, making it difficult to practice sustainable consumption. Mindfulness, a cognitive process associated with increased attention and awareness, is particularly useful in managing an environment filled with distractions. Prior studies show that mindfulness can positively influence attention control, working memory, and distracting thought minimisation, thus improving cognitive function in digital consumer settings. Furthermore, mindfulness improves emotional intelligence (EI), including empathy, social responsibility, and self-awareness. This conceptual chapter emphasises the dual benefits of mindfulness, enhancing EI and cognitive skills, and contributes theoretically by showing how these improvements support sustainable consumption in the digital era. The chapter also offers valuable insights for marketers and policymakers, suggesting strategies like targeted marketing, promotional offers, and content design.