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The purpose of this study is to clarify the concept of mindfulness and examine its effects on climate-friendly food perception and choice, thereby uncovering climate-friendly food by parsing out the different effects of mindfulness vs. mindlessness and exploring the key consumer outcomes. The value of this study lies in clarifying the role of climate-friendly food and mindfulness in perceived food value and food choice. This study provides a framework for examining the effects of climate-friendly food and mindfulness, thereby shedding light on climate-friendly food and discovering perceived climate-friendly food value and food choice as main outcomes. This study contributes to the literature on value by clarifying the concept of mindfulness and the relationships between perceived food value and food choice. The findings also offer practical implications for how marketing strategies for value work more effectively and cater to different types of mindfulness.
