Predictive associations between virtues and well-being: navigating complexities across two Pakistani generational cohorts and gender

Purpose Previous literature shows that several character strengths positively predict well-being. This study aims to extend this knowledge by predicting mental and subjective well-being from virtues across two Pakistani generations, namely, Generation Y (GenY) and Generation Z (GenZ) and across gender. Design/methodology/approach A total sample of 402 adults from two generations: GenY and GenZ were selected. Findings Results from double moderation analysis showed that generation, but not gender, significantly interacted with six virtues to strongly predict mental well-being in GenZ compared to GenY. Moreover, gender interaction showed that courage, humanity, temperance and transcendence strongly predicted subjective well-being in men compared to women. Only humanity and transcendence significantly interacted with generations to predict subjective well-being. Moreover, additional findings from multivariate analysis of covariance (MANCOVA) showed significant group differences in six virtues, mental well-being and subjective well-being between two generations with GenY consistently outscoring. Practical implications The findings have implications for well-being interventions tailored to gender-wise specific needs of generational cohorts. Originality/value The study assesses the suggested hypotheses among Pakistani samples, considering the lack of literature from this underrepresented population.