Invigorating the mindful consumption for sustainable developments: young consumers of emerging economies

The COVID-19 pandemic has uncovered the vulnerability of our environment and demonstrated an urgency to address sustainability across the business sectors, including the consumer. Now that consumers' consciousness towards sustainable consumption has risen to another level, it is yet to answer whether or not the pandemic has shaped their behaviours for long-term transitions. However, businesses are adopting the concept of mindful marketing to retype consumers' consumption values. Conscious consumption choices made by consumers still require support for future market trends. Henceforth, this study aims to research emerging economies like India to reach young consumers' perspectives on mindful consumption and further check their readiness to adopt the thrifting culture as an alternative to mindful consumption. Existing research is qualitative applied thematic analysis to decode consumers' perspectives. For data collection, the researcher used an in-person survey of 30 respondents from Delhi. Summative thematic analysis resulted in three broader themes.