Translation of intention into action on sustainable use of household appliance: The role of mindfulness as a moderator.

End-user behaviour plays a critical role in addressing environmental challenges through the adoption of sustainable lifestyle practices. Recognising this, marketers and policymakers have increasingly emphasised the importance of identifying the factors that shape individual consumption choices. This study, conducted in India, examines how experiential thinking motivates the users of household appliances to practice sustainable behaviour. Decision-making is viewed through the cognitive experiential self-theory (CEST) framework, which explains how individuals process information before adopting specific consumption patterns, and how mindfulness helps to process intention towards sustainable consumption. A quantitative research design was employed, with data collected from 464 respondents using a structured questionnaire. The analysis, conducted through SPSS 25 and AMOS 25, involved confirmatory factor analysis (CFA), structural equation modelling (SEM), and assessments of convergent and discriminant validity. The results reveal that emotion, experience, and peer influence reflect experiential thinking and process intentions towards sustainable behaviour. Mindfulness acts as a moderator, strengthening the relationship between the two. The study highlights essential implications: marketers can integrate sustainability-related information into product labelling to promote conscious consumption, while policymakers may design targeted strategies to encourage sustainable practices, thereby contributing to the achievement of Sustainable Development Goal (SDG) 12.