Evaluating The Factors Driving Mindful Consumer Choices on Brand Preference in the Wellness Industry

Abstract

With an increasing number of consumers prioritizing health and sustainability, the wellness industry is witnessing a paradigm shift in consumer expectations. Mindful consumers, driven by a consciousness about their well-being and the environment, now demand brands to align with their values. This study endeavors to comprehensively evaluate the multifaceted factors influencing mindful consumer choices in brand preferences within the wellness product domain. Through a structured questionnaire, data was collected from 384 mindful consumers in Bangalore. Structural Equation Modeling (SEM) was utilized in the analysis to investigate the relationships between the variables. According to the research, conscious customers in the wellness sector are being influenced by three factors: perceived trust, perceived sustainability advertising, and perceived health claims. The results also suggest that demographic and socio-economic factors moderate these effects. Nevertheless, it is crucial to acknowledge that this study didn’t focus on brand-specific variables. This study pioneers the exploration of factors influencing mindful consumer choices within the wellness industry, marking a unique contribution in this area of research. It brings unique insights, contributing to the existing knowledge in this field. This research provides vital insights for brands in a landscape shaped by health-conscious and sustainability-driven consumers. These findings not only enable brands to customize offerings but also contribute to the discourse on fostering sustainable, health-oriented consumer-brand relationships.