Sustainable consumption and wellbeing: Does on-line shopping matter?

Empirical evidence indicates that practices linked to reducing the environmental impact of travelling, heating, cooling and food consumption are compatible with high levels of wellbeing. More and more people are shopping on-line, which increases the efficiency of consumption, expands choice and information – while also intensifying exposure to consumerism and materialistic messages. This article explores the relationship between sustainable consumption and wellbeing and the role of on-line shopping in moderating the relationship, analysing survey data from a representative sample of the Norwegian population in 2017. Wellbeing is addressed in its hedonic (happiness), cognitive (satisfaction) and eudaimonic dimensions (subjective vitality). Sustainable consumption practices are investigated through a variable that captures the extent to which respondents choose sustainable alternatives as regards travel, household energy use and food. Results based on regression analysis of cross-sectional data indicate that sustainable consumption is positively associated with happiness and life satisfaction in Norway, but that the relationship weakens when psychological and lifestyle factors are taken into account. Subjective vitality maintains its strong association with sustainable consumption. Two alternative explanations are proposed: that those who feel energetic engage more in sustainable practices; and that the effort and socialization inherent in sharing, reusing and reducing promote the conditions for increased psychological health and vitality. The study also shows that internet shopping does not weaken the strength of the relationship, and might even increase life satisfaction by lowering the costs of engaging in sustainable consumption practices.