Customer Experiences in Mindful Consumption of Organic Food : Convergent Parallel Mixed Method
Authors
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Madhavi Sripathi
Assistant Professor (Corresponding Author), K L Business School, Green Fields, Vaddeswaram, Guntur (Dt.) - 522 502, Andhra Pradesh
https://orcid.org/0000-0001-7534-7955
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U. Devi Prasad
Professor, GITAM School of Business, Rudraram, Patancheru Mandal, Hyderabad - 502 329, Telangana
https://orcid.org/0000-0001-8185-3950
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T. S. Leelavati
Assistant Professor, Department of Business and Management Studies, Seshadri Rao Gudlavalleru Engineering College, Gudlavalleru - 521 356, Andhra Pradesh
https://orcid.org/0000-0002-3922-1500
DOI:
https://doi.org/10.17010/ijom/2025/v55/i7/175198Keywords:
customer experience dimensions, organic food, emotional or affective experience, mindful consumption, cognitive experience, and conative experience.Publication Chronology: Paper Submission Date : August 10, 2024 ; Paper sent back for Revision : March 22, 2025 ; Paper Acceptance Date : April 20, 2025 ; Paper Published Online : July 15, 2025
Abstract
Purpose : This study examined the impact of mindful consumption on customer experiences in the organic food market. With health and sustainability becoming more important—especially after the COVID-19 pandemic—it was essential to understand how consumers viewed and interacted with organic food. The research examined how health orientation, sustainable attitudes, and mindful living impacted purchasing decisions.
Methodology : A convergent mixed-methods research approach was adopted to collect data from 850 respondents using a structured questionnaire. Structural equation modeling (SEM) was employed for the quantitative analysis, and customer journey mapping was used to capture qualitative insights. Such an approach enabled an extensive investigation of how different dimensions of mindful consumption [i.e., health orientation, sustainability, and conscious living] influenced customer experience and purchasing behavior.
Findings : The findings indicated that health orientation, sustainability, and shopping convenience had a significant impact on customer experience. Furthermore, store layout and features were important determinants of whether they would intend to make a purchase. These results highlighted the role of mindfulness in the experiences of consumers with organic food.
Practical Implications : These revelations could offer businesses and marketers a new way to refine their tactics in accordance with the growing demand from mindful consumers. Through advocacy for the health, environmental, and convenience benefits of organic food, the industry could drive growth in the organic food market.
Originality : This study developed a comprehensive theoretical model that links mindfulness consumption to customer experience. Filling the gaps of research led to the discovery of new aspects of (previously recognized aspects of) the relationship between mindful consumption and consumer decision-making in the organic food market, making both the academic investigation and practical marketing more useful.
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References
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