'This enlightened perspective of business practice challenges bedrock marketing and consumer research concepts and precepts by suffusing them with mindful modifications, enriching both theory and application. The book advances a vision of a broader, holistic market ecology, shaped by stewardship in service to wellbeing, where morality and authenticity unseat insatiability.' John F. Sherry, Jr., Raymond W. & Kenneth G. Herrick Professor of Marketing Emeritus, Mendoza College of Business, University of Notre Dame 'Beautifully argued and empirically rich, this book develops mindfulness as a conceptual framework that bridges its spiritual origins with contemporary marketing. It is poised to become a definitive text for anyone interested in integrating economic goals with consumer well-being, social equity, and ecological sustainability.' Benét DeBerry-Spence, Professor of Marketing, University of Illinois Chicago 'This book offers an unprecedented, essential look at the nature of mindful consumption and what that means for business and society. It is nothing short of transformative in its clear-eyed and meticulous rethinking of established marketing foundations from a mindfulness perspective, offering a sorely needed blueprint for aligning business success with authentic well-being and enduring societal value.' Sankar Sen, Lawrence and Carol Zicklin Chair in Corporate Integrity and Governance, and Professor of Marketing at Baruch College, City University of New York 'With this book, Nuttavuthisit contributes a new perspective for effective and responsible marketing in the modern era, aligned with the Marketing for Good and Transformative Consumer Research initiatives. Drawing on mindfulness thinking and research she activates deep-rooted insights from Asian culture and make them relevant and operational for marketing worldwide. The book should be read by everyone teaching, learning, or practicing marketing, or concerned with developing better marketing for a better world.' John Thøgersen, Professor in the Department of Management, Aarhus University