Mindfulness through agency in health consumption: Empirical evidence from committed dietary supplement consumers

Due to individuals' increasing demand for health promotion, various health-related consumer goods, like dietary supplements (DS), have flourished in the marketplace as magical solutions consumers' life problems. Inevitably influenced by stakeholders and information sources such family, friends, brands, social media influencers, consumers may encounter difficulties making well-informed decisions. Based on empirical evidence gleaned from in-depth interviews with DS consumers, this research contributes wellness promotion confirming role of mindfulness an agency distancing individuals external noises enabling them respond flexibly inner experiences desires. We contribute mindful consumption identifying positive impact facilitating conscious independent decisions practices. Moreover, daily practices that enable accumulate females' perception beauty are discussed.