Fashion and the Buddha: What Buddhist Economics and Mindfulness Have to Offer Sustainable Consumption

Abstract

While consumers increasingly expect fashion companies to be bastions of social and environmental causes, they also aspire for fashion in ways known to erode human well-being, evidencing an ethics–behavior gap. The purpose of this conceptual article is to explore how Buddhist economics (BE) and mindfulness could narrow this gap; a spiritual consciousness making consumer ethics more consequential. Classical economic theory is contrasted with BE, a moral framework, including moderation and nonviolence. Mindfulness practice is explored as a practice used to temper consumption. It is concluded that on the topics of human nature, self-identity, and the role of possessions, fashion epitomizes human suffering, from a Buddhist standpoint. This article’s contributions include educational guide points for consumers, a proposed definition of mindful clothing consumption, and identification of theoretical blind spots in fashion consumer behavior research considerably in need of attention to better understand the relationship between clothing and human well-being.