Abstract

Purpose: This study aims to examine the role of mindful consumption in promoting rural sustainability, particularly in the context of tourism in Muang Kaen Community, Chiang Mai, Thailand, by establishing a robust circular economy. Design/methodology/approach: The data were collected through in-depth interviews with 28 informants who are tourism stakeholders regarding sustainable development, i.e. government officers, business owners, community leaders and community members in Muang Kaen, to achieve the data triangulation. A thematic analysis of the interview data was employed in this data set. Findings: The findings demonstrate three key themes for driving sustainable community development: a sense of community, leadership and embodiment. At an individual level, local community members co-create a sense of community through Thainess, which gradually forms the social commitment to caring for neighbors, the community, and the environment. Carefulness also relates to another theme, “leadership” – social capital, which drives mindful behavior among the community members. Both situational and official leaders are key persons in forming a culture of sustainability within the community. Finally, the community can achieve sustainable goals by driving from the individual to the collective level through the embodiment. Research limitations/implications: This single-case study warrants further examination across different communities to generalize the findings to broader circumstances. Originality/value: This study has shed light on how rural tourism can drive sustainable development through a circular economy and mindful consumption.