How consumer networks contribute to sustainable mindful consumption and well‐being

Sustainable mindful consumption has positive impacts on the environment and on people's health and well‐being. However, consumption circumstances and social contexts make it difficult for consumers to engage in sustainable mindful behavior. To explore the role of consumer networks in fostering mindful consumption, sustainable behavior, and health and well‐being, interviews and focus groups with consumers, producers, and experts were conducted and analyzed using reflexive thematic analysis. Specifically, this paper contributes in three ways. First, it broadens the focus from individual mindfulness to collective mindfulness in consumption behavior. Second, it explores consumer networks as a way to overcome existing barriers to sustainable consumption and promote mindful consumption. Third, it explores the long‐term benefits of consumer‐producer collaboration to bring about top‐down and bottom‐up approaches to sustainable consumption change, beyond short‐term mindfulness interventions at the individual level.