Mindfulness and gender differences in ethical beliefs

Purpose This paper aims to examine the ethical beliefs of consumers with regards to their levels of mindfulness. Furthermore, it aims to investigate if mindfulness is related to gender differences among respondents in their ethical beliefs about consumer unethical practices. Design/methodology/approach University students in India were surveyed with self-administered questionnaires comprising the consumer ethics scale and mindfulness attention awareness scale. Mediation analysis was conducted to test whether gender differences in ethical judgements are due to the different levels of mindfulness. Findings The results indicate that mindfulness is not only a predictor of ethical beliefs but also a mediator of the relationship between gender and ethical beliefs. Individuals with greater mindfulness reported greater acceptance towards the five dimensions of consumer ethics scale. Indian male participants were found to be more mindful and lenient in ethical judgements than female participants. Originality/value The present work is a novel attempt in examining the effect of mindfulness on the relationship between gender and ethical beliefs of consumers. The results of this study can have positive implications for organizations, managers, public policy makers and consumers.