Abstract

The research examined the mindful consumption theory, focusing on the importance of sustainable consumption in the tourism sector in the future. An exploratory factor analysis of survey responses from 400 tourists who travelled to a community in Krabi, Thailand, revealed that the mindful mindset consists of four factors and mindful behaviour consists of six factors. A confirmatory factor analysis found that the adapted model corresponded to the empirical data and confirmed that the factors identified in the exploratory analysis were accurate.