Research objects: The objects of the research including factors affecting Mindful consumption arc Informational cues, Affective cues, Normative cues, Adverse consequences for value objec
INTRODUCTION
RATIONALE FOR THE RESEARCH
In today's rapidly evolving society, green and sustainable consumption have gained significant traction, becoming integral to daily life Public perceptions regarding environmental issues and sustainable practices have shifted, leading individuals to actively limit their use of products from companies that harm the environment or deplete resources Consequently, consumption has emerged as a key focus in sustainable development research and policy-making.
Environmental consumption, production, sustainability, and disposal practices are crucial for holistic sustainable development (Hensley, 2020; Kumar et al., 2021) To achieve a sustainable future, a shift in human behavior is essential Researchers suggest that mindfulness can facilitate this transition to sustainable behaviors (Sawyer et al., 2022; Shahbaz & Parker, 2022) Mindful consumption integrates mindful action and thought, emphasizing the importance of caring for oneself, the community, and the environment (Sheth, Sethia, & Srinivas, 2010) Consequently, mindfulness can significantly influence individuals' motivation to enhance awareness of sustainability.
Social media, particularly TikTok, is increasingly influencing young Vietnamese people's behaviors towards environmental awareness and sustainable consumerism Since its launch in 2016, TikTok has rapidly gained popularity, becoming a platform where entertaining content coexists with informative videos on sustainability This unique blend allows for the indirect influence of viewers' consciousness regarding their consumption habits As TikTok continues to expand globally, it fosters a diverse environment for content that raises awareness of pressing environmental issues By showcasing topics like waste reduction, recycling, and support for socially responsible businesses, TikTok encourages consumers to make ethical purchasing decisions Ultimately, the platform has the potential to shape new consumer trends, promoting eco-friendly products and practices that can drive the market for sustainable consumption.
Fischer et al (2017) highlight that the relationship between mindfulness and sustainable consumption is an under-researched area, emphasizing the need for scholarly exploration of the balance between materialism, mindfulness, and sustainability This study aims to investigate the connection between mindfulness and sustainable awareness on the TikTok platform, addressing a gap in existing research that primarily focuses on video content's impact on consumer behavior without adequately examining sustainability and mindful consumption By incorporating individual awareness, responsibility, and environmental worldview, our research seeks to enhance understanding of the factors that influence mindful consumer behavior and clarify the concept of mindful consumption.
Our research explores the impact of Sustainable Video on Mindful Consumption within the TikTok platform To address this issue, the research team focused on the topic “Driving Mindful Consumption: The Impact of Informational, Affective, and Normative Cues on Sustainable TikTok Content.”
RESEARCH OBJECTIVES AND QUESTIONS
This research aims to identify and analyze the factors influencing viewers' mindful consumption behavior, focusing on the relationship between sustainable TikTok videos and human perception By examining key elements that affect mindful consumption, the study develops a theoretical model to explain the interactions among these factors Feedback was collected from individuals of diverse ages and occupations to enhance the analysis The findings propose strategies to improve business performance and foster business development.
This research was conducted to address the following specific objectives:
Firstly, we want to determine the factors that influence the mindful consumption behavior.
This research aims to assess and compare the effects of informational, affective, and normative cues on negative outcomes related to value objects, responsibility attribution, and environmental worldviews By increasing awareness of these factors, consumer behavior can shift towards more environmentally friendly practices, ultimately enhancing environmental quality Additionally, the study investigates how these characteristics influence human perception and consumption behavior.
We will outline effective production and marketing strategies for sustainable manufacturing industries to enhance their brand visibility on TikTok By highlighting the positive features of their videos, these businesses can effectively promote environmental awareness while showcasing their commitment to sustainability.
This study focuses on the problem of examining the influence of sustainable
TikTok videos on the mindful consumption of consumers To achieve these general goals, the authors need to clarify the following specific goals:
+ The mindful consumption behavior is mainly affected by which factors?
+ How Informational cues, affective cues, and normative cues in Sustainable
TikTok Video have an indirect impact on mindful consumption mediated by adverse consequences for value object, ascription of responsibility, environmental worldview?
+ When consumers have understood about mindful consumption, does that change their buying behavior and contribute to improving the environmental quality?
From there, we propose management implications for business administrators to better understand customers and find solutions to promote business development.
CONTEXTUALIZATION
This research examines the factors influencing mindful consumption behavior, focusing on informational, affective, and normative cues Additionally, it explores three intervening variables: the adverse consequences for value objects, the ascription of responsibility, and the environmental worldview.
4- Research subjects: People using TikTok and watching Sustainable TikTok
+ Space segment: Primary data was collected from 350 responses through questionnaires on the Google Forms platform
4- Time segment: Qualitative interview and online survey look place within 4 weeks (12/2023 to 1/2024).
RESEARCH METHODOLOGY
1.4.1 Research design and data collection method
The research utilized both quantitative and qualitative methods in scale design, employing a non-probability convenience sampling approach to gather data Primary data were collected from individuals residing and working in Vietnam, with questionnaires distributed through email and messaging platforms According to Comrey et al (1992), the suitable sample size for studies involving factor analysis is determined by the formula n = 5m, where m represents the number of measurement questions in the research.
42 , so the minimum sample size needed is at least 210 The total sample size of the study is 350 samples, therefore it meets the appropriate sample size.
The data of this study were processed according to the following methods:
4- Sampling method: Using convenience sampling through online questionnaires to collect primary data.
4- Descriptive statistics method: Used to describe and analyze the general characteristics of the survey sample.
4- Documentary research method: Synthesizing articles and research works related to the topic to have appropriate evidence and illustrative documents to help achieve the research objectives.
4- Data analysis method: Using Smart PLS 4.0 software and SPSS 22.0.
RESEARCH VALUES
The study revealed that sustainable TikTok videos significantly influence mindful consumption behavior, both directly and indirectly By understanding the factors that affect mindful consumption, individuals can enhance their purchase intentions and recognize their responsibility towards environmental protection The findings indicate that when utilized effectively, TikTok serves as a powerful platform for promoting pro-environmental behavior and encouraging public engagement.
Our study highlights the crucial role of TikTok's informational, normative, and affective cues in activating individual behaviors related to environmental issues It suggests that TikTok can influence users to perceive average behavior as a significant factor in environmental problems, leading them to believe that reducing their own actions can contribute to solutions By increasing awareness and fostering a sense of responsibility, TikTok videos can effectively promote pro-environmental behaviors Additionally, our research confirms the importance of these cues in shaping individuals' environmental actions, linking sustainable TikTok content to increased awareness of consequences, responsibility ascription, and a mindful consumption worldview The findings underscore the relevance of mindfulness theory in understanding how cues affect behavior.
Businesses can enhance consumer awareness and responsibility towards the environment by utilizing emotionally engaging communications This approach enables business managers to better understand their customers and discover effective solutions to boost sales.
THE STRUCTURE OF THE PAPER
The structure of the study is as follows:
Chapter 2: Literature review and hypothesis development
Chapter 4: Data analysis and results
The research article includes essential references and appendices that enhance its credibility The documents section details the data sources consulted by the authors, while the appendix provides supplementary materials like forms, images, and survey questionnaires to support the research findings.
LITERATURE REVIEW AND HYPOTHESIS DEVELOPMENT 16 2.1 FOUNDATIONAL THEORIES
Theory of mindfulness
Mindfulness, as defined by Sheth et al (2011), is the awareness that emerges from intentionally focusing on the present moment The mindful-consumption theory categorizes consumption into two types: tangible, which includes observable behaviors, and intangible, encompassing consumer attitudes and beliefs (Manchanda et al., 2023) This theory posits that consumers' perceived values and expectations significantly influence their purchasing behaviors (Manchanda et al., 2023) Advocates of conscious consumption emphasize that mindful purchasing decisions reflect a caring attitude, driven by personal well-being (Sharad et al., 2023) When consumers align their purchases with their cultural and personal values, they experience greater satisfaction and fulfillment Additionally, this caring approach extends to concern for the environment and community, as family values and cultural context often shape purchasing patterns (Parvatiyar).
A, & Sheth, J N., 2023) As a result, mindful consumption shouldn't be harmful to the community or oneself.
Stimulus - Organism - Response (SOR) theory
The Stimulus-Organism-Response (SOR) framework, also known as SORF, is a vital model in environmental biology and management that elucidates how individuals react to their surroundings According to SOR theory, environmental stimuli significantly impact consumers' cognitive and emotional states (Gao et al., 2021) In this model, the stimulus (S) represents external environmental factors, while the organism (O) encompasses the individual's internal perceptions and experiences The response (R) denotes the behavioral outcomes triggered by these stimuli Central to the SOR framework is the regulation of how various stimuli influence individuals' internal states to elicit specific behavioral responses, as outlined by Mehrabian and Russell (1974).
The three main components of the SOR model include:
Stimulus refers to any element or condition in the environment that is perceived by an individual It encompasses various changes, including fluctuations in temperature, pH levels, pressure, humidity, or the presence of particular chemicals.
The organism is the focal point of our model, possessing the capability to respond and adapt to environmental stimuli, which in turn can alter and impact its surrounding environment.
The third aspect is Response, which refers to how an organism reacts or adapts to environmental stimuli This response can manifest as biological activity, movement, chemical production, or alterations in the biological structure of the host.
The SOR model analyzes the interactions between actors and their environment, playing a crucial role in environmental management, wildlife protection, and sustainability It provides insights into how actors adapt to environmental changes and aids in predicting future behaviors and ecological interactions (Mehrabian and Russell, 1974).
The Stimulus-Organism-Response (SOR) model, established by Mehrabian and Russell in 1974, is pivotal in green consumption research It suggests that external stimuli (S) affect the internal processes of an organism (O), which include emotions and cognitions, ultimately shaping responses (R) like attitudes and behavioral intentions This framework leads to the hypothesis that perceived human elements (O) in Sustainable TikTok Videos (S) significantly influence mindful consumption behaviors (R).
Ambient factors Design factors Social factors
- Perceived product value sendee quality
Control variables: Perceptions of purchase planning, tune urgency, environmental familiarity and traffic convenience
Figure 2.1 Research Model ofMehrabian and Russell, 1974
CONCEPTUAL FRAMEWORK
2.2.1 Informational cues in Sustainable TikTok Video
Information-based cues, which include words, symbols, numbers, or images that convey product-related information (Caller et al., 2018), play a crucial role in shaping consumer behavior Drawing from Deutsch and Gerard's (1955) dual-process theory, both informational and normative social influences are essential for assessing the credibility of online information (Han et al., 2021) Major social networks like Facebook, Google, YouTube, and TikTok serve as primary, easily accessible sources of information today, significantly impacting decision-making and consumer preferences Park and Lessig (1977) highlight that information enhances people's understanding of their environment and their ability to navigate it The effectiveness of informational influence relies on the perceived quality of the message, encompassing factors like relevancy, source credibility, and quantity (Filieri, 2015) Consequently, informational influences shape awareness and responsibility, as they enhance knowledge and help overcome cognitive barriers (Kollmuss).
& Agycman, 2002), informational influence may enhance the ascription of responsibility by increasing people’s empowerment, and helping individuals to improve their feeling of self-efficacy (Miller et al., 2010).
2.2.2 Affective cues in Sustainable TikTok Video
Affective cues are sensations linked to personal expectations for behavior shaped by internalized values within specific contexts When individuals act in accordance with their personal norms, they often experience feelings of pride and self-confidence Conversely, violating these norms can result in emotions such as shame, guilt, and self-depreciation.
Internal emotional punishments can significantly shape an individual's emotional landscape, with avoidance of these feelings sometimes perceived as a reward (Olkinuora, 1972) Emotions like pride and guilt, driven by personal and societal standards, play a crucial role in fostering altruistic behavior (Onwczcn et al., 2013) In the context of environmental responsibility, negative emotions are linked to pro-environmental actions The attitudes of individuals can be swayed by emotionally charged language, as online information processing is often influenced by emotional content, which can affect behavior (LauGesk & Meyers-Levy, 2009) Positive and negative affective cues can shape evaluations and judgments (LauGesk & Meyers-Levy, 2009) Consequently, viewing environmental conservation videos can evoke emotional responses in viewers, encouraging them to reconsider their perceptions and behaviors toward the environment.
2.2.3 Normative cues in Sustainable TikTok Video
Environments significantly influence behavior through cues, which are elements that provide essential information or elicit emotional responses (Lindenberg & Siegwart, 2018) Normative cues, a well-discussed aspect in pro-environmental literature, play a crucial role in shaping consumers' green actions by exerting social pressure to conform to the expectations of others (Aqsa et al., 2023; Wei Han, Yi Wang, & McCabe Scott, 2021) The strength of normative goals is vital for promoting pro-environmental behaviors, as a genuine concern for the environment is more sustainable when rooted in normative values rather than transient emotions or external rewards (Lindenberg & Siegwart, 2018) Strong normative goals foster respect for social norms, leading to consistent pro-environmental behavior, while weak goals result in a lack of respect, causing individuals to conform only when they feel good or are incentivized (Lindenberg & Siegwart, 2018).
2.2.4 Adverse consequences for value object
Research by Wei Han, Yi Wang, and McCabe Scott (2021) emphasizes that awareness of the adverse consequences of not acting pro-socially is crucial for individuals Khan et al (2019) further highlight that consumers' perceived consequences of their purchasing habits significantly influence green consumption Schwartz (1977) identifies awareness of consumption consequences as a vital precursor to responsible behavior When consumers recognize the negative impacts of their actions, they are more likely to act responsibly (Song et al., 2023) Additionally, perceived consequences reflect consumers' mindful stance regarding socially responsible behavior, which is a key predictor of pro-social intentions (Song et al., 2019).
Individuals who recognize the positive outcomes of their environmental complaints are more inclined to voice those concerns (Aqsa et al., 2023) A lack of awareness regarding the impact of their actions can lead to negative consequences, motivating consumers to align their behavior with their personal norms This awareness plays a crucial role in driving consumers' intentions to purchase sustainable products, as it is closely linked to their personal values (Aqsa et al., 2023) Furthermore, consumers who are acutely aware of the beneficial environmental effects of their pro-social actions are likely to develop favorable self-assessments (Han et al., 2015).
Schwartz (1977) proposed that individuals' awareness of harmful outcomes and their sense of responsibility for these consequences arise from their inaction in pro-social or pro-environmental behaviors This inaction leads to the formation of personal norms that influence their decision to engage in behaviors that prevent negative results (Han, 2015).
Research indicates a strong link between personal norms and the tendency to attribute responsibility to oneself, particularly in the context of pro-environmental behavior (Zuckerman, Siegelbaum & Williams, 1977) Individuals who hold themselves accountable are more likely to transform their intentions into actions, especially when they recognize the consequences of their behaviors (Kaiser & Shimoda, 1999) This sense of personal responsibility is crucial in predicting personal norms, as individuals who acknowledge their role in the negative environmental impacts of their car usage feel a stronger moral obligation to reduce their reliance on cars (Unai Ayẹa Berfu, 2019) Additionally, a heightened awareness of the adverse effects of one's actions correlates with an increased sense of responsibility to mitigate those behaviors, underscoring the close relationship between environmental concerns and personal accountability.
The growing concerns surrounding air and water pollution, as well as resource conservation, highlight the need to assess public attitudes toward environmental quality, often termed "environmental worldview" (Dunlap et al., 2000) This worldview, commonly evaluated through the New Environmental Paradigm (NEP), is a multi-question scale designed to gauge concerns for both living and non-living aspects of the environment The NEP scale includes statements reflecting beliefs about living in harmony with nature versus exerting control over it (Van Riper, Gerard T, & Kyle, 2014) According to Dunlap et al (2000), the NEP emphasizes humanity's potential to disrupt natural balance, recognizes limits to societal growth, and questions humanity's dominion over nature A stronger alignment with the NEP correlates with heightened awareness of environmental issues (Beall et al., 2020), reinforcing its status as a widely accepted measure of environmental concern and indicating a pro-environmental stance.
Mindful consumption, as defined by Manchanda et al (2023), embodies mindfulness in consumer decision-making, emphasizing the importance of paying attention to both internal and external stimuli during the consumption process (Bahl et al., 2013) This practice fosters awareness and insight, enabling consumers to respond thoughtfully rather than reactively Furthermore, mindful consumption reflects a concern for its impact on society and the environment (Gupta Sharad & Jagdish Sheth, 2023) It integrates a mindful mindset, which values care for oneself, community, and nature, with mindful behavior that moderates excesses in acquisitive, repetitive, and aspirational consumption (Sheth et al., 2011).
RELATED LITERATURE
Sample size and research methods
Study on social media activation of pro environment al personal norms: an exploration of informationa
1, normative and emotional linkages to personal norm activation
Theor y of chang e and Norm activat ion theory
Inform ational cues, affectiv c cues, normati ve cues
Awareness of consequence s, ascription of responsibilit y, personal norms
Pro - enviro nment al bchav iors
This article explores the connection between persuasive message design, information processing, and the activation of pro-environmental personal norms, offering fresh insights for social marketing within the tourism sector.
Study on the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory
Perceiv ed ECSR initiativ e, normati ve environ ment, consum er’s green innovat iveness
5 ascripti on of respons ibilily, perceiv ed conscq uences
Personal norm, green self-identity
Intent ion to buy circul ar produ cts
Environmental initiatives and consumer green innovativeness play a crucial role in shaping personal norms and green self-identity Research indicates that personal norms are a stronger predictor of circular product purchasing behavior than green self-identity Additionally, green values enhance the connections between personal norms, green self-identity, and the decision to buy circular products.
Environmental values are not the sole reason B.Bynu drives who had belief values, consequence intent! for travelers' choice of m ecotourism: taken an — altruist! s, ascription on ecotourism
Boley, environment overnight norm c of alternatives, and that
M.Woos nam al values or symbolic conspicuous consumption
The article explores the significance of SEM theory values, highlighting the influence of egoistic values and personal norms on ecotourism demand It examines both the positive and negative implications of ecotourism, emphasizing that its appeal extends beyond individuals with strong environmental values, thereby showcasing the complex motivations behind consumer behavior in this sector.
Heesup Study on 402 Value Biosph Ecological Behav The unified model
Han travelers' pro environment al behavior in a green lodging context:
The integration of value-belief-norm theory and the theory of planned behavior enhances the understanding of pro-environmental intentions by emphasizing the significance of personal values, perceived consequences for valued objects, and ascribed responsibility This combined framework demonstrates a higher predictive power for environmental intentions compared to existing theories The research findings confirmed the hypothesized relationships among the variables, highlighting the critical roles of awareness of consequences and normative processes in shaping behavioral intent.
Table 2.1 Related literatures obligation to take pro - environment al actions generating intention, and verified the mediating impact of study variables.
Conclusions of former studies: Former researchers have investigated how
TikTok videos significantly influence consumer purchasing decisions, yet existing research has primarily focused on general video content rather than the impact of sustainability and mindful consumption themes According to Fischer et al (2017), this gap highlights the need for further exploration into how eco-conscious messaging in TikTok videos can shape consumer behavior.
The relationship between mindfulness and sustainable consumption is an underexplored area that warrants further academic investigation This study aims to address the existing research gaps by examining the connection between mindfulness and sustainable consciousness within the TikTok platform By incorporating aspects of individual awareness, responsibility, and environmental worldview, we seek to build upon previous findings This comprehensive approach enhances our understanding of the factors that shape mindful consumer behavior and elucidates the concept of mindful consumption.
RESEARCH HYPOTHESES
2.4.1 Relationship between Informational cues in sustainable TikTok Video and
Adverse Consequences for value objects, Ascription of responsibility,
Credible information is the one that people absorb the fastest (Kelman, 1961;
According to Park & Lessig (1977), individuals utilize informative reference groups in two primary ways: actively seeking insights from thought leaders or drawing conclusions from the behaviors of influential figures Online communication platforms can effectively present pro-environmental information in an educational context, enabling individuals to evaluate and integrate diverse perspectives, thereby reducing situational ambiguity and positively influencing their pro-environmental attitudes (Han, Wang, & Scott, 2021) Furthermore, social media often merges entertainment with persuasion, contributing to the comprehensive nature of the information shared (Han, Wang, & Scott, 2021) Informational influence occurs when individuals accept external information as a reflection of reality (Deutsch & Gerard).
Informational influence plays a crucial role in shaping consumer behavior by enhancing awareness and dismantling cognitive barriers, as noted by Kollmuss & Agyeman (2002) It empowers individuals and strengthens their sense of self-efficacy, leading to a greater sense of responsibility (Miller et al., 2010) This influence is particularly significant on social media platforms like TikTok, where awareness and accountability are directly affected (Han, Wang, & Scott, 2021) Vandenbergh (2005) highlights that information can lead individuals to perceive collective behaviors as contributing to environmental issues, suggesting that both individual and collective behavioral changes are essential for addressing these challenges.
TikTok videos can highlight environmental damage, pollution, and the urgent need to combat climate change, startling viewers and raising awareness of critical issues These visuals play a significant role in shaping the environmental worldview, influencing how individuals perceive and evaluate ecological concerns Consequently, the study proposes several hypotheses related to this phenomenon.
H l a: Informational cues in sustainable TikTok Video have a positive impact on
Adverse Consequences for value objects.
Hlb: Informational cues in sustainable TikTok Video have a positive impact on
Hlc: Informational cues in sustainable TikTok Video have a positive impact on Environmental Worldview.
2.4.2 Relationship between Affective cues in sustainable TikTok Video and
Adverse Consequences for value objects, Ascription of responsibility,
Numerous studies have explored the emotional influence of social media on consumer behavior (Luo & Zhong, 2015), yet there is a notable gap in research regarding pro-environmental communication Searles (2010) highlights that most studies on pro-environmental behavior overlook the role of emotions Social media content is rich in affective cues, such as emotional language and expressions of feelings (Goh et al., 2013), which can significantly affect pro-environmental behavior and awareness Emotions are recognized as critical components of information processing and can drive action (Bradley & Lang).
Videos have a unique ability to evoke a wide range of emotions, including pride, sadness, and concern, which can inspire viewers to confront environmental challenges and raise awareness about ecological issues (Kujur & Singh, 2018) By fostering a sense of significance and engagement, these videos can motivate audiences to support environmental protection initiatives (Groffman et al., 2010) Social media platforms amplify this emotional impact, enhancing awareness of the consequences of environmental negligence while emphasizing individual responsibility through positive actions (Gutberlet, 2008) When videos highlight the effects of personal choices on the environment, they can promote behavioral changes that reduce negative impacts Ultimately, emotive cues presented in videos significantly shape perceptions of human-nature interactions, underscoring the importance of emotional engagement in environmental advocacy.
H2a: Affective cues in sustainable TikTok Video have a positive impact on Adverse Consequences for value objects.
H2b: Affective cues in sustainable TikTok Video have a positive impact on
H2c: Affective cues in sustainable TikTok Video have a positive impact on Environmental Worldview.
2.4.3 Relationship between Normative cues in sustainable TikTok Video and
Adverse Consequences for value objects, Ascription of responsibility,
Normative cues serve as social guidelines that dictate acceptable behaviors and expectations within a community They help individuals understand what is permissible, what is prohibited, and what actions are obligatory in social interactions By being aware of these cues, people are encouraged to align their behaviors with societal norms, fostering consistency in their actions.
Social norms significantly influence consumers' awareness of environmental consequences and their sense of responsibility Research indicates that individuals who are strongly affected by normative cues tend to recognize the impact of their actions on the environment, leading them to engage in more positive behaviors (Zhang et al., 2017) Conversely, a lack of awareness regarding these consequences can result in detrimental effects on the environment Consequently, normative cues compel consumers to act in alignment with established norms (Muncrah et al., 2021).
Normative cues significantly influence individual responsibility regarding environmental issues, which is crucial for fostering personal norms that encourage pro-environmental behavior (Munerah et al., 2021) When individuals feel a sense of responsibility, they are more likely to engage in actions that benefit the environment (Han et al., 2015) Additionally, these cues can lead to increased awareness of one's negative behaviors, prompting the development of responsible personal norms (He & Zhan, 2018) Furthermore, social norms shape environmental worldviews by affecting perceptions of consequences and individual accountability (Stern, 2000) An environmental worldview is rooted in the belief that human actions threaten nature's balance and that environmental abuse should be curtailed (Stern, 2000) This study posits that social norms will influence perceptions of environmental consequences, personal responsibility, and overall environmental worldview, leading to the following hypotheses.
H3a: Normative cues in sustainable TikTok Video have a positive impact on Adverse Consequences for value objects.
H3b: Normative cues in sustainable TikTok Video have a positive impact on Ascription of responsibility.
H3c: Normative cues in sustainable TikTok Video have a positive impact on Environmental Worldview.
2.4.4 Relationship between Adverse consequences for value object and Mindful Consumption
Consumers' purchasing habits significantly influence mindful consumption, as understanding the adverse effects of their choices is crucial for fostering conscious behavior When individuals recognize the negative impact of their shopping on the environment, they are more likely to alter their consumption patterns Those who are aware of the positive environmental outcomes of their pro-social actions tend to develop positive self-perceptions, leading to more responsible consumption behaviors Conversely, individuals lacking awareness of the consequences of their actions often engage in thoughtless consumption Research indicates that customers who recognize environmental issues generally exhibit positive attitudes towards conscious consumption.
H4: Adverse consequences for value objects have a positive impact on Mindful consumption.
2.4.5 Relationship between Ascription of responsibility and Mindful consumption
Responsibility ascription refers to consumers' awareness of their accountability for negative environmental impacts due to irresponsible actions This understanding plays a crucial role in motivating consumers to adopt more responsible behaviors.
The "ascription of responsibility" refers to individuals' perceptions of their role in environmental issues, influencing their likelihood to adopt pro-environmental behaviors (Munerah et al., 2021; Han et al., 2015) Mindfulness, characterized by heightened awareness of the present moment, has been identified as a key factor in promoting sustainable behaviors (Brown & Ryan, 2003; Sawyer et al., 2022; Shahbaz & Parker, 2022) Consumers who acknowledge their responsibility for environmental impacts are more likely to engage in eco-friendly consumption and choose green products (Nyborg, Howarth, & Brckkc, 2006; Kaiser & Shimoda, 1999).
The concepts of "ascription of responsibility" and "mindful consumption" are intricately connected and play a crucial role in shaping individual and collective behaviors related to sustainability and environmental responsibility Together, these approaches foster a more environmentally and socially responsible society Based on this understanding, the study proposes the following hypothesis:
H5: Ascription of responsibility has a positive impact on Mindful consumption.
2.4.6 Relationship between Environmental Worldview and Mindful consumption
Worldviews significantly influence individuals' lifestyles and behaviors, particularly in relation to environmental perspectives and sustainable living (De Vries & Petersen, 2009; Johnson et al., 2011) While often overlooked in environmental psychology, understanding worldviews can enhance our grasp of the factors driving sustainable behaviors (Hedlund-de Wilt, 2012) Combining measures of environmental worldview with general environmental behaviors yields more insightful results than single-item indicators (Tarrant & Cordell, 1997) A person's worldview shapes their perception of human-environment interdependence, impacting their feelings about the environment and their sustainable choices (Hedlund-de Wilt, 2012) Mindfulness, linked to better self-regulation (Friese et al., 2012), can help individuals navigate the choice between sustainable and unsustainable behaviors It promotes environmental values and empathy, facilitating the transition from intention to action in sustainable practices (Ericsion et al., 2014) Research by Brown & Kasser (2005) indicates that greater happiness correlates with sustainable living, where mindfulness and intrinsic values enhance well-being and ecological engagement Individuals with a positive environmental worldview often engage in mindful consumption, opting for organic or recyclable products and avoiding those harmful to the environment Thus, a positive environmental worldview fosters mindful consumption, creating a reciprocal relationship between the two.
H6: Environmental Worldview has a positive impact on Mindful consumption.
The research model proposed from this research suggests that the following hypotheses should be tested:
Hl a: Informational cues in sustainable TikTok Video have a positive impact on Adverse Consequences for value objects.
Hlb: Informational cues in sustainable TikTok Video have a positive impact on Ascription of responsibility.
Hlc: Informational cues in sustainable TikTok Video have a positive impact on Environmental Worldview.
H2a: Affective cues in sustainable TikTok Video have a positive impact on Adverse Consequences for value objects.
H2b: Affective cues in sustainable TikTok Video have a positive impact on Ascription of responsibility.
H2c: Affective cues in sustainable TikTok Video have a positive impact on Environmental Worldview.
H3a: Normative cues in sustainable TikTok Video have a positive impact on Adverse Consequences for value objects.
H3b: Normative cues in sustainable TikTok Video have a positive impact on Ascription of responsibility.
H3c: Normative cues in sustainable TikTok Video have a positive impact on Environmental Worldview.
H4: Adverse consequences for value objects have a positive impact on Mindful consumption.
115: Ascription of responsibility has a positive impact on Mindful consumption.H6: Environmental Worldview has a positive impact on Mindful consumption.
In this chapter, the research authors will explain more clearly how the research and the scale of latent variables measure the concepts From there, evaluate the proposed research model.
This study explores the influence of TikTok videos focused on sustainability on mindful consumption behaviors By analyzing the informational, emotional, and normative aspects of these sustainable videos, the authors uncover trends in consumer awareness and align their findings with existing literature Additionally, they review previous research and key theories to identify relevant variables for future publishing models.
After establishing the model framework for the research paper, the researcher selects an appropriate scale and adapts it to fit the context of the study The scale is then tested through direct dialogues with 10 respondents to assess their understanding Based on the compiled responses, the researcher refines the expressions and collaborates with students to create a comprehensive set of scales Following this, a preliminary survey is conducted to gather initial data.