Sustainable Consumption Choice and Consumer Well‐Being: Implications for Sustainable Development Goals

ABSTRACT

The growing preference for mindful consumption reflects a significant shift toward sustainable behaviors and reduced materialism. Despite extensive research on mindful and pro‐environmental consumption, limited attention has been given to these dynamics within the hospitality sector. This study provides empirical evidence on how environmental concern influences consumers' well‐being through the mediating roles of mindful consumption and pro‐environmental behaviors and how environmental self‐identity moderates these relationships. The data were collected from 302 consumers, and the findings reveal that pro‐environmental behaviors and mindful consumption mediate the effect of environmental concern on well‐being. Moreover, environmental self‐identity positively moderates these relationships, addressing the attitude–behavior gap in sustainability. The study offers valuable implications by emphasizing the importance of understanding consumers' sustainability‐driven preferences. By fostering mindful and environmentally responsible practices, hospitality businesses can enhance customer satisfaction while contributing to the United Nations Sustainable Development Goals, particularly SDG 3 (Good Health and Well‐being), SDG 12 (Responsible Consumption and Production), and SDG 13 (Climate Action).