<p>Studies on subjective well-being, individualism-collectivism, and sustainable consumption have grown exponentially in recent years, highlighting the concern with the relationship between individual well-being and consumption practices in an increasingly interconnected world. The aim of this study is to offer a comprehensive examination of the interplay between subjective wellbeing, individualism-collectivism, and sustainable consumption on a global scale. It presents an empirical analysis conducted in Blumenau (SC, Brazil) to analyze the relationship between the aforementioned three concepts. The empirical analysis is based on scales validated by Diener et al., (Journal of Personality Assessment, 49, 71-75, <CitationRef CitationID="CR20">1985</CitationRef>) - Life Satisfaction Scale (SWLS); Triandis and Gelfand (1998) - Horizontal and Vertical Individualism and Collectivism Scale; and Balderjahn (2013) - Consciousness for Sustainable Consumption (CSC). A sample of 486 interviews was obtained. Data collection was conducted through the application of a survey questionnaire made available on the Google Forms platform in May 2023. To analyze the data, we employed Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). As part of the results, we identified that Horizontal Individualism negatively influenced environmental and social sustainability, while Horizontal Collectivism positively impacted all dimensions of sustainable consumption. Based on these results, it is possible to infer that promoting sustainable consumption requires recognizing the role of cultural values, particularly Horizontal Collectivism.</p>

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Understanding the Connections: Subjective Wellbeing, Individualism-collectivism, and Sustainable Consumption in Contemporary Society

  • Cristiane Soethe,
  • Cynthia Boos de Quadros,
  • Paulo Sérgio Reinert

摘要

Studies on subjective well-being, individualism-collectivism, and sustainable consumption have grown exponentially in recent years, highlighting the concern with the relationship between individual well-being and consumption practices in an increasingly interconnected world. The aim of this study is to offer a comprehensive examination of the interplay between subjective wellbeing, individualism-collectivism, and sustainable consumption on a global scale. It presents an empirical analysis conducted in Blumenau (SC, Brazil) to analyze the relationship between the aforementioned three concepts. The empirical analysis is based on scales validated by Diener et al., (Journal of Personality Assessment, 49, 71-75, 1985) - Life Satisfaction Scale (SWLS); Triandis and Gelfand (1998) - Horizontal and Vertical Individualism and Collectivism Scale; and Balderjahn (2013) - Consciousness for Sustainable Consumption (CSC). A sample of 486 interviews was obtained. Data collection was conducted through the application of a survey questionnaire made available on the Google Forms platform in May 2023. To analyze the data, we employed Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM). As part of the results, we identified that Horizontal Individualism negatively influenced environmental and social sustainability, while Horizontal Collectivism positively impacted all dimensions of sustainable consumption. Based on these results, it is possible to infer that promoting sustainable consumption requires recognizing the role of cultural values, particularly Horizontal Collectivism.