Mindful Consumption and Universal Love: A Case Study of Sri Lankan Consumer Activists

Situation faced: The root cause of overconsumption is identified as the ‘separateness’ from fellow humans and the natural environment. Yet, if one makes their consumption choices mindfully, it will no longer be a problem. The challenge of overconsumption can be addressed at the individual level by instilling mindful consumption in them which is truly driven by such as ‘spirituality and ‘universal love’. These values would inspire a change in both mindset and behavior of individuals. Many anti-materialistic consumption practices that are identified in previous literature, appeared to be initiated by anti-consumption movements led by groups such as consumer activists. Action taken: To this end, consumer activists, as a changing force in any society, adopt different mindful consumption practices at the personal level, yet it is not clear in the current literature what was the key notions of ‘spirituality and ‘universal love’ are reflected through their consumption practices. To unearth this puzzle, by adopting a qualitative approach, 25 in-depth interviews were conducted with consumer activists in Sri Lanka using the Snowball sampling technique and further by using purposive sampling to ensure rigor and diversity. Interviews lasted for 30–40 min were conducted in both Sinhalese and English languages. The sample comprised a diversified set of respondents who played different leadership roles in their consumer activist movements. The data were, then, transcribed and analyzed through thematic analysis. Results achieved: It appeared that all the consumer activists’ personal consumption practices were driven by universal love and spirituality. Findings particularly show that universal love and spirituality are reflected through respect, compassion, responsibility, religious bonds, bonds with nature, and happiness. The alterations make their relationships with others and with nature less self-centered and loving which can steer Socially Responsible Consumption at the individual level making sustainable initiatives implemented through consumer activists by instilling mindfulness and rewiring individuals’ mindsets to share universal love and harness spirituality. The study delivers valuable insights about how one’s true caring and kindness toward others will avoid Lessons learned: The study shows key policy implications for sustainable initiatives in the society through consumer activists by instilling mindfulness and rewiring the mindsets of the individuals to share universal love and thereby harness spirituality. The insights recommend organizations to change their ways to make a positive impact environmentally, socially, and economically by using environmentally friendly materials for their products, packaging, and promotions, and engaging in re-wiring the minds of the general public through their CSR initiatives which inspire sustainable marketing practices. Having explored how they have evolved with an inner change driven by the receipt of self-awareness, findings can be occupied in reorganizing Educational Systems, focusing on mindfulness meditation, and encouraging religious and non-religious spiritual practices to mold the individuals.