Happiness and sustainable consumption in centennials: a multigroup analysis of environmental knowledge and willingness to pay for products with eco-friendly packaging

Key Points

• This research aims to explore the relationship between happiness and sustainable consumption among centennials, focusing on their environmental awareness and buying behavior.
• Multigroup analysis conducted across various demographics of centennials.
• Assessment of environmental knowledge and willingness to pay for eco-friendly products.
• Evaluation of factors influencing sustainable consumption patterns.
• Centennials with higher environmental knowledge show greater willingness to pay for eco-friendly packaging.
• A positive correlation exists between happiness and sustainable purchasing behaviors among centennials.
• Demographic factors significantly influence purchasing attitudes towards eco-friendly products.

Abstract