Mindful marketing: A marketing strategy for lingkar to support sustainability goals

https://doi.org/10.35912/ijamis.v3i2.3328
Published: Aug 14, 2025

Abstract:

Purpose: This study explores the implementation of mindful marketing as a strategic approach to harmonize business objectives with social and environmental values. It focuses on Du Anyam, an Indonesian social enterprise, to understand how marketing practices grounded in awareness, ethics, and sustainability contribute to building long-term stakeholder relationships.

Research methodology: This study used a qualitative single-case approach, collecting primary data from in-depth interviews with internal stakeholders and secondary data from documents and digital platforms, analyzed thematically to explore Du Anyam’s mindful marketing in communication, distribution, and internal practices.

Results: The study finds that Du Anyam implements mindful marketing through three main pillars—self-awareness, consumer-awareness, and impact-awareness—reflected in its storytelling, inclusive product design, and mission-aligned decision-making. However, challenges like digital distractions, workload pressure, and consumer price sensitivity hinder consistent mindful practices.

Conclusions: Mindful marketing serves as a strategic compass for social enterprises to navigate market complexities while staying true to ethical values. Its effective practice requires organizational commitment, cultural alignment, and ongoing reflection to create shared value with stakeholders.

Limitations: This study is limited to a single case within the Indonesian context, which may constrain the generalizability of its findings to other industries or cultural settings. Additionally, the analysis primarily reflects internal stakeholder perspectives and may not fully capture the diversity of consumer behavior.

Contribution: This paper contributes to the evolving discourse on ethical and sustainable marketing by offering a contextualized understanding of mindful marketing practices in emerging economies. It also proposes a practical framework for social enterprises seeking to align marketing strategies with their broader purpose.

Keywords:
1. Community Engagement
2. Consumer Trust
3. Ethical Consumption
4. Mindful Marketing
5. Organic Branding
6. Sustainable Business
7. Value-Based Marketing
Authors:
1 . Ramya Prajna Sahisnu
Institut Teknologi Bandung, Bandung, Jawa Barat, Indonesia
2 . Ilma Aulia Zaim
Institut Teknologi Bandung, Bandung, Jawa Barat, Indonesia
View PDF
How to Cite
Sahisnu, R. P. ., & Zaim, I. A. . (2025). Mindful marketing: A marketing strategy for lingkar to support sustainability goals. International Journal of Accounting and Management Information Systems, 3(2), 117–136. https://doi.org/10.35912/ijamis.v3i2.3328
Download Citation
  1. Endnote/Zotero/Mendeley (RIS)
  2. BibTeX

Downloads

Download data is not yet available.
Issue & Section
Vol. 3 No. 2 (2025): August
Articles
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

References

    Ardley, B., & May, C. (2020). Ethical Marketer and Sustainability: Facing the Challenges of Overconsumption and the Market. Strategic Change, 29(6), 617-624. doi:https://doi.org/10.1002/jsc.2372

    Arman, S. M., & Mark?Herbert, C. (2024). Ethical Consumption: A Review and Research Agenda. International Journal of Consumer Studies, 48(5). doi:https://doi.org/10.1111/ijcs.13079

    Bahl, S., Milne, G. R., Ross, S. M., & Chan, K. (2013). Mindfulness: A Long-Term Solution for Mindless Eating by College Students. Journal of public policy & marketing, 32(2), 173-184. doi:https://doi.org/10.1509/jppm.11.008

    Boza, E., Kilipiri, E., & Papaioannou, E. (2025). Integrating Sustainability into an Organizational Marketing Strategy: A Systematic Literature Review. Paper presented at the Proceedings.

    Cavicchioli, M., Demaria, F., Nannetti, F., Scapolan, A. C., & Fabbri, T. (2025). Employees’ Attitudes and Work-Related Stress in the Digital Workplace: An Empirical Investigation. Frontiers in Psychology, 16, 1-19. doi:https://doi.org/10.3389/fpsyg.2025.1546832

    Ferdian, B. B. (2024). The Significance of Brand Positioning to UX Design Business Growth. Jurnal Bisnis dan Pemasaran Digital, 3(2), 125-135. doi:https://doi.org/10.35912/jbpd.v3i2.4513

    Hagenbuch, D. J., & Mgrdichian, L. M. (2020). Mindful Marketing: A Strategy-Based, Branded Approach for Encouraging Ethical Marketing. Marketing Education Review, 30(1), 15-28. doi:https://doi.org/10.1080/10528008.2019.1686993

    Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., . . . O’Guinn, T. (2019). The Effects of Scarcity on Consumer Decision Journeys. Journal of the academy of marketing science, 47(3), 532-550. doi:https://doi.org/10.1007/s11747-018-0604-7

    Ji, D., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Kumar, V. (2025). When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists. Sustainability, 17(3), 1-22. doi:https://doi.org/10.3390/su17031266

    Kumar, R., Prabha, V., Kumar, V., & Saxena, S. (2024). Mindfulness in Marketing & Consumption: A Review & Research Agenda. Management Review Quarterly, 74(2), 977-1001. doi:https://doi.org/10.1007/s11301-023-00323-x

    Le, H.-L., & Giang, P. H. (2025). Exploring Stakeholder Value Through Mindful Marketing: The Case of Health and Wellness Sector. International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy, 320, 385-406. doi:https://doi.org/10.2991/978-94-6463-694-9_27

    Lozano, J. P. R., Guerra, R. P., & Sanagustin-Fons, M. V. (2024). Responsible Consumption Trend in Generation Z and Millennials its Impact on SDG 12. A Peruvian Case Study. Academia Revista Latinoamericana de Administración, 37(3), 483-508. doi:https://doi.org/10.1108/ARLA-07-2022-0142

    Malhotra, N., Lee, O., & Uslay, C. (2012). Mind the gap: The mediating role of mindful marketing between market and quality orientations, their interaction, and consequences. International Journal of Quality & Reliability Management, 29, 607-625. doi:http://dx.doi.org/10.1108/02656711211245629

    Manchanda, P., Arora, N., Nazir, O., & Islam, J. U. (2023). Cultivating Sustainability Consciousness Through Mindfulness: An Application of Theory of Mindful-Consumption. Journal of Retailing and Consumer Services, 75, 1-10. doi:https://doi.org/10.1016/j.jretconser.2023.103527

    Mas’adah, Asngadi, & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul 'Ulum Jombang. Jurnal Bisnis dan Pemasaran Digital, 1(1), 43-48. doi:https://doi.org/10.35912/jbpd.v1i1.452

    Newar, V., & Chetry, S. (2024). Mindful Content Marketing, Increasing Brand-Awareness: Theoretical Study & Literature Synthesis. IIMS Journal of Management Science, 16(2). doi:https://doi.org/10.1177/0976030x241285095

    Offermann, J., Rohowsky, A., & Ziefle, M. (2024). Thinking Out Loud? Internal vs. External Communication of Sustainability in Companies. Sustainability, 16(13), 1-19. doi:https://doi.org/10.3390/su16135416

    Plangger, K., Montecchi, M., de Ruyter, K., Keeling, D. I., Scott, M. L., & Dahl, D. W. (2025). “We Could Be Heroes”: Reflections on Reimagining Marketing Strategies for a Better World. Journal of the academy of marketing science, 53(2), 1-9. doi:https://doi.org/10.1007/s11747-025-01099-0

    Powell, M., & Osborne, S. (2015). Can marketing contribute to sustainable social enterprise? Social Enterprise Journal, 11, 24-46. doi:http://dx.doi.org/10.1108/SEJ-01-2014-0009

    Sheth, J., Sethia, N., & Srinivas, S. (2011). Mindful Consumption: A Customer-Centric Approach to Sustainability. Journal of the academy of marketing science, 39, 21-39. doi:http://dx.doi.org/10.1007/s11747-010-0216-3

    Stedham, Y., & Skaar, T. B. (2019). Mindfulness, Trust, and Leader Effectiveness: A Conceptual Framework. Frontiers in Psychology, 10, 1-11. doi:https://doi.org/10.3389/fpsyg.2019.01588

    Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable consumption and branding for Gen Z: How brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability, 17(9), 4124. doi:https://doi.org/10.3390/su17094124

    Wang, R., Bush-Evans, R., Arden-Close, E., Bolat, E., McAlaney, J., Hodge, S., . . . Phalp, K. (2023). Transparency in Persuasive Technology, Immersive Technology, and Online Marketing: Facilitating Users’ Informed Decision Making and Practical Implications. Computers in human behavior, 139, 1-15. doi:https://doi.org/10.1016/j.chb.2022.107545

    White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of marketing, 83(3), 22-49. doi:https://doi.org/10.1177/0022242919825649

    Yigil, M. K. (2020). Investigating the Relationship Between Consumer Mindfulness And Sustainable Consumption Behavior. International Journal of Research in Business and Social Science, 9(6), 37-43. doi:https://doi.org/10.20525/ijrbs.v9i6.915

  1. Ardley, B., & May, C. (2020). Ethical Marketer and Sustainability: Facing the Challenges of Overconsumption and the Market. Strategic Change, 29(6), 617-624. doi:https://doi.org/10.1002/jsc.2372
  2. Arman, S. M., & Mark?Herbert, C. (2024). Ethical Consumption: A Review and Research Agenda. International Journal of Consumer Studies, 48(5). doi:https://doi.org/10.1111/ijcs.13079
  3. Bahl, S., Milne, G. R., Ross, S. M., & Chan, K. (2013). Mindfulness: A Long-Term Solution for Mindless Eating by College Students. Journal of public policy & marketing, 32(2), 173-184. doi:https://doi.org/10.1509/jppm.11.008
  4. Boza, E., Kilipiri, E., & Papaioannou, E. (2025). Integrating Sustainability into an Organizational Marketing Strategy: A Systematic Literature Review. Paper presented at the Proceedings.
  5. Cavicchioli, M., Demaria, F., Nannetti, F., Scapolan, A. C., & Fabbri, T. (2025). Employees’ Attitudes and Work-Related Stress in the Digital Workplace: An Empirical Investigation. Frontiers in Psychology, 16, 1-19. doi:https://doi.org/10.3389/fpsyg.2025.1546832
  6. Ferdian, B. B. (2024). The Significance of Brand Positioning to UX Design Business Growth. Jurnal Bisnis dan Pemasaran Digital, 3(2), 125-135. doi:https://doi.org/10.35912/jbpd.v3i2.4513
  7. Hagenbuch, D. J., & Mgrdichian, L. M. (2020). Mindful Marketing: A Strategy-Based, Branded Approach for Encouraging Ethical Marketing. Marketing Education Review, 30(1), 15-28. doi:https://doi.org/10.1080/10528008.2019.1686993
  8. Hamilton, R., Thompson, D., Bone, S., Chaplin, L. N., Griskevicius, V., Goldsmith, K., . . . O’Guinn, T. (2019). The Effects of Scarcity on Consumer Decision Journeys. Journal of the academy of marketing science, 47(3), 532-550. doi:https://doi.org/10.1007/s11747-018-0604-7
  9. Ji, D., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Kumar, V. (2025). When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists. Sustainability, 17(3), 1-22. doi:https://doi.org/10.3390/su17031266
  10. Kumar, R., Prabha, V., Kumar, V., & Saxena, S. (2024). Mindfulness in Marketing & Consumption: A Review & Research Agenda. Management Review Quarterly, 74(2), 977-1001. doi:https://doi.org/10.1007/s11301-023-00323-x
  11. Le, H.-L., & Giang, P. H. (2025). Exploring Stakeholder Value Through Mindful Marketing: The Case of Health and Wellness Sector. International Conference on Emerging Challenges: Sustainable Strategies in the Data-driven Economy, 320, 385-406. doi:https://doi.org/10.2991/978-94-6463-694-9_27
  12. Lozano, J. P. R., Guerra, R. P., & Sanagustin-Fons, M. V. (2024). Responsible Consumption Trend in Generation Z and Millennials its Impact on SDG 12. A Peruvian Case Study. Academia Revista Latinoamericana de Administración, 37(3), 483-508. doi:https://doi.org/10.1108/ARLA-07-2022-0142
  13. Malhotra, N., Lee, O., & Uslay, C. (2012). Mind the gap: The mediating role of mindful marketing between market and quality orientations, their interaction, and consequences. International Journal of Quality & Reliability Management, 29, 607-625. doi:http://dx.doi.org/10.1108/02656711211245629
  14. Manchanda, P., Arora, N., Nazir, O., & Islam, J. U. (2023). Cultivating Sustainability Consciousness Through Mindfulness: An Application of Theory of Mindful-Consumption. Journal of Retailing and Consumer Services, 75, 1-10. doi:https://doi.org/10.1016/j.jretconser.2023.103527
  15. Mas’adah, Asngadi, & Hirmantono, A. (2021). Strategi Pemasaran UMKM di Masa Pandemi Covid-19: Studi Kasus UMKM di Kawasan Pondok Pesantren Darul 'Ulum Jombang. Jurnal Bisnis dan Pemasaran Digital, 1(1), 43-48. doi:https://doi.org/10.35912/jbpd.v1i1.452
  16. Newar, V., & Chetry, S. (2024). Mindful Content Marketing, Increasing Brand-Awareness: Theoretical Study & Literature Synthesis. IIMS Journal of Management Science, 16(2). doi:https://doi.org/10.1177/0976030x241285095
  17. Offermann, J., Rohowsky, A., & Ziefle, M. (2024). Thinking Out Loud? Internal vs. External Communication of Sustainability in Companies. Sustainability, 16(13), 1-19. doi:https://doi.org/10.3390/su16135416
  18. Plangger, K., Montecchi, M., de Ruyter, K., Keeling, D. I., Scott, M. L., & Dahl, D. W. (2025). “We Could Be Heroes”: Reflections on Reimagining Marketing Strategies for a Better World. Journal of the academy of marketing science, 53(2), 1-9. doi:https://doi.org/10.1007/s11747-025-01099-0
  19. Powell, M., & Osborne, S. (2015). Can marketing contribute to sustainable social enterprise? Social Enterprise Journal, 11, 24-46. doi:http://dx.doi.org/10.1108/SEJ-01-2014-0009
  20. Sheth, J., Sethia, N., & Srinivas, S. (2011). Mindful Consumption: A Customer-Centric Approach to Sustainability. Journal of the academy of marketing science, 39, 21-39. doi:http://dx.doi.org/10.1007/s11747-010-0216-3
  21. Stedham, Y., & Skaar, T. B. (2019). Mindfulness, Trust, and Leader Effectiveness: A Conceptual Framework. Frontiers in Psychology, 10, 1-11. doi:https://doi.org/10.3389/fpsyg.2019.01588
  22. Theocharis, D., & Tsekouropoulos, G. (2025). Sustainable consumption and branding for Gen Z: How brand dimensions influence consumer behavior and adoption of newly launched technological products. Sustainability, 17(9), 4124. doi:https://doi.org/10.3390/su17094124
  23. Wang, R., Bush-Evans, R., Arden-Close, E., Bolat, E., McAlaney, J., Hodge, S., . . . Phalp, K. (2023). Transparency in Persuasive Technology, Immersive Technology, and Online Marketing: Facilitating Users’ Informed Decision Making and Practical Implications. Computers in human behavior, 139, 1-15. doi:https://doi.org/10.1016/j.chb.2022.107545
  24. White, K., Habib, R., & Hardisty, D. J. (2019). How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework. Journal of marketing, 83(3), 22-49. doi:https://doi.org/10.1177/0022242919825649
  25. Yigil, M. K. (2020). Investigating the Relationship Between Consumer Mindfulness And Sustainable Consumption Behavior. International Journal of Research in Business and Social Science, 9(6), 37-43. doi:https://doi.org/10.20525/ijrbs.v9i6.915