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The effect of hedonic and eudaimonic happiness in driving altruistic food choices.

  • Published In: Journal of Consumer Affairs, 2024, v. 58, n. 4. P. 1102 1 of 3

  • Database: Academic Search Ultimate 2 of 3

  • Authored By: Piracci, Giovanna; Dominici, Andrea; Boncinelli, Fabio 3 of 3

Abstract

This study investigates whether individual happiness affects prosocial behavior in food choices. We considered two distinct dimensions of happiness: hedonic and eudaimonic. The hedonic component is focused on pleasure, joy, and immediate gratification, while the eudaimonic aspect is related to a sense of purpose in life, personal growth, and the fulfillment of individual aspirations. We conducted a discrete choice experiment to assess if happy people are more prone to altruistic choices when buying food. The results indicate that individual happiness exerts distinct effects according to its two dimensions, eudaimonia and hedonism. We found that happiness influences the demand for ethical foods, whereas it exerts a detrimental effect on preferences for food with environmental labels. [ABSTRACT FROM AUTHOR]

Additional Information

  • Source:Journal of Consumer Affairs. 2024/12, Vol. 58, Issue 4, p1102
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2024
  • ISSN:0022-0078
  • DOI:10.1111/joca.12607
  • Accession Number:181702526
  • Copyright Statement:Copyright of Journal of Consumer Affairs is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

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