| Abstract [eng] |
Relevance of the topic. The importance and relevance of sustainable consumption behaviour are increasing worldwide, as people are becoming more aware of the damage that consumption causes to the environment and society. Irresponsible consumption arises from the developed massive industry, which pollutes nature and daily offers the largest supply of various products and services to make greater profits. Growing concerns about sustainable consumption behaviour encourage society to be interested in whether people can restrict their consumption and save resources while still remaining happy, or if they give up happiness for the well-being of future generations. The problem that society faces is how to balance sustainable consumption behaviour and happiness, as consumption is one of the main factors that bring happiness. To maintain sustainable consumption behaviour, consumers must not give in to irresponsible consumption. There are more and more studies that examine the relationship between sustainable consumption behaviour and consumer happiness. Studies show that the happiness of consumers arising from sustainable consumption behaviour is related to less consumption and more savings. Results showing the positive impact of sustainable consumption behaviour on consumer happiness encourage further interest in the characteristics and factors that may influence this relationship. Some authors suggest that the impact of demographic factors should be included in deeper exploration of this topic. Demographic factors can help to understand the different behaviours and priorities of various consumer groups. Consumers belonging to different demographic groups may have different access to sustainable products and different beliefs about the importance of sustainable consumption behaviour. In this research field, there is a lack of studies analyzing the impact of demographic factors on the relationship between sustainable consumption behaviour and consumer happiness. Research object – the link between sustainable consumption behaviour, consumer happiness and demographic factors. The aim of the study – to theoretically justify and empirically test the links among sustainable consumption behaviour, consumer happiness and demographic factors. Research results. The analysis of the empirical study revealed that sustainable consumption behaviour has a statistically significant positive weak effect on consumer happiness. Age moderates the relationship between sustainable consumption behaviour and consumer happiness. The effect of sustainable consumption behaviour on consumer happiness is stronger for older consumers compared to younger consumers. Gender, education and income do not moderate the relationship between sustainable consumption behaviour and consumer happiness. However, some demographic factors have an impact on specific constructs. Gender has a statistically significant effect on sustainable consumption behaviour, with women being more likely to engage in sustainable consumption. Sustainable consumption behaviour increases as consumers get older. Education does not have a statistically significant effect on any variable. Income has a statistically significant effect on consumer happiness, with higher-income consumers being happier. |
