How green buying affects how we feel: a study on the impact of green purchases on an individual's subjective well-being

Publication Date: Friday 28 June 2013
Author(s): De Vlieger, L. & Hudders, L.
Appeared in: The 12th International Conference on Research in Advertising


The current study investigates whether green buying may affect how one feels. The results of a large-scale survey study showed that green purchase behavior is positively related to an individual’s subjective well-being. In particular, the study suggests that individuals who are frequently purchasing green products experience higher satisfaction with life, higher self -esteem, more positive emotional experiences and less negative emotional experiences. In addition, this study shows that this positive effect can be partly explained by the fact that green consumption triggers an individual’s altruistic behavior which is in turn positively related to well-being.

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