ABSTRACT
In this chapter, the authors investigate the concept of mindful consumption, which overlaps with the concept of sufficiency economy in terms of the mindful mind-set in making consumption decisions. The rise of materialism has shifted the authors' values toward having and owning to display social status or to have material possessions to substitute for relationships. Back in 1932, R. G. Bernreuter pioneered in defining self-sufficiency trait as one’s ability to live independently from others regarding the ordinary affairs of life. From an economic perspective, John Maynard Keynes introduced the concept of national self-sufficiency, which refers to the way that countries rely on their own economy rather than international trade. Initial analyses involved items-to-remaining total correlation and principal components exploratory factor analysis. The authors discuss the content validity through the experts to evaluate whether test items assess defined content and more rigorous statistical tests than does the assessment of face validity.
