The growth of capitalism plays the crucial role in consumers’ consumption that drive businesses to employ new technologies to increase the efficiency of production process. It is inevitable that consumers have to take responsibility for this movement, because they are the central of market system in which most businesses have to provide choices of purchasing. It causes the impacts to overconsumption in natural resources and also affects to social and environment problems. Sheth et al. (2011) provide alternative framework for developing sustainable consumption through the concept of mindful consumption. It is in line with the Consumer Culture Theory which consumers co-create the meaning of consumption, experience, or activity in all cycles of consumption – acquisition, consumption, possession, and disposition (Arnould and Thompson, 2005). Sheth et al. (2011)’ mindful consumption is demonstrated as the strategy how consumers can control their desires, behavior, and consumption. However, there is little interest to study how to develop mindful behavior. Therefore, this paper has shed the light on how consumption provides less impact to society whereby consumers are conscious and concerns the results of their consumption. The qualitative research was employed to collect data in regarding to mindful consumers who live in harmony with nature, environment, and mind. Participant observations and in-depth interviews were conducted to make understanding of mindful consumption in Thai culture. Practice of mind and body were found in Thai culture that play an important role in co-creating well-being and sustainable society.

• Nudchanart Kitsanarom(Walailak University, Thailand)
• Pimlapas Pongsakornrungsilp(Walailak University, Thailand)
• Siwarit Pongsakornrungsilp(Walailak University, Thailand)