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The purpose of this article is to investigate the impact of Chinese women's changing roles (traditional and modern) and perceived marital happiness on their adoption of different conflict resolution strategies in family purchase decision making (FPDM). It also explores how the relationships vary for women whose marriages have short and long durations.

The paper is framed by and builds on literature on conflict resolution strategies and female role orientation (FRO) in FPDM. Data for this study come from a survey with 735 married Chinese women.

The paper demonstrates that traditional and modern FRO have differential effects on the adoption of conflict resolution strategies, and the relationships are significantly moderated by marriage duration.

It sheds light on the changing female roles and marital happiness on conflict resolution in FPDM in China, a society with a centuries‐old traditional culture as well as rapid developments in societal and economic modernization. Future research should investigate more conflict resolution strategies and from both husbands' and wives' perspectives.

The paper notes the importance of understanding the family structure of a target market. Product designs, advertising, promotions, and even salespeople should be more attentive to the family member who has greater power in FPDM.

The paper shows that traditional and modern FRO have compatible rather than opposite impacts on the adoption of passive and active conflict resolution strategies in FPDM, and the influences change along with increasing marriage duration and it is of value to international marketers.

Ethical consumption is an integral component for the sustainable development in the world and is especially challenging in the Western consumer society. This research demonstrates that mindfulness, a Buddhism-based notion, is associated with two related and distinctive approaches of ethical consumption: refinement and reduction. It examines the psychological mechanisms underlying the effects of mindfulness on these two approaches of ethical consumption.

Self-report data were collected through an online survey with consumers from western societies (N = 523).

The findings show (1) that the significance of mindfulness on both approaches of ethical consumption and (2) that the contrast between the different mechanisms underlying them. Specifically, the mindfulness–consumption refinement link is fully mediated by connectedness-to-nature whereas the mindfulness–consumption reduction link is fully mediated by connectedness-to-nature and self-control. A series of supplementary studies further confirmed the proposed model.

It demonstrates the multifaceted and complex nature of ethical consumption, which is positively associated with mindfulness but through distinctive psychological mechanisms.

The multifaceted and complex nature of ethical consumption and its underlying drivers need special attention. Mindfulness can be an effective means to boost ethical consumption behavior. Meanwhile, nurturing the sense of connectedness to nature and self-control capability facilitates the path-through of the positive impacts of mindfulness

The findings can be adopted to enhance the effectiveness of mindfulness practice in promoting ethical consumption towards achieving the Sustainable Consumption goal, especially in the West.

The paper makes original contribution by conceptualizing two interrelated and distinctive approaches of ethical consumption and shows how mindfulness promotes both through different mediating pathways. Overall, this study paints a clearer picture how mindfulness relates to ethical consumption.