Beyond Material Desire: a Neuropsychological Analysis of Advaita Vedanta and Its Influence on Consumer Consciousness, Perception, and Spiritual Buying Behaviour
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Abstract
The purpose of this paper assessment and statistical proposition of an Advaita Vedanta orientation neuropsychological model that might shape consumer consciousness, perception and spiritual buying behaviour beyond material desire. The gap that this study addresses in marketing scholarship is that, on one hand, neuromarketing research has examined attention, emotion, reward anticipation, as well as decision making. Further research on sustainable consumption has also examined mindfulness, spirituality, ethical purchasing and so on. However, this marketing research proposes that there is so much more within consumer behaviour literature which hardly has any empirical work. This is especially true of the non-dual Indian philosophical consciousness. The suggested model connects Advait Vedanta orientation to the reduction of material desires, consumer consciousness, conscious consumer perception and spiritual buying behaviour. Structured Five-Point Likert Questionnaire Proposed in a Quantitative Cross-Sectional Design. A pilot dataset of 300 observations was conceived to simulate primary data only for academic model demonstration purpose in lieu of actual data. We used analyses similar to SPSS and R-compatible analyses including demographics frequencies, descriptive statistics, reliability analysis, KMO and Bartlett’s test, composite reliability and Average variance extracted Pearson correlation multiple regression and mediation analysis. The simulated results showed that the internal consistency was acceptable with Cronbach’s alpha ranging from .841 to .872. In addition, the sampling adequacy was strong with a KMO of .922. Positively directed paths from Advaita Vedanta orientation to consumer consciousness and material desire reduction made theoretical sense. Consumer awareness and conscious consumer perception has a significant impact on spiritual buying behaviour. The Advaita-informed self-awareness can essentially be regarded as a reflective psychological resource that regulates reward-driven consumption and encourages ethical, sustainable, spiritually meaningful purchasing.
The paper provides an interdisciplinary model for spirituality and marketing research while highlighting the need for real field validation.
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