The effect of hedonic and eudaimonic happiness in driving altruistic food choices

This study investigates whether individual happiness affects prosocial behavior in food choices. We considered two distinct dimensions of happiness: hedonic and eudaimonic. The hedonic component is focused on pleasure, joy, and immediate gratification, while the eudaimonic aspect is related to a sense of purpose in life, personal growth, and the fulfillment of individual aspirations. We conducted a discrete choice experiment to assess if happy people are more prone to altruistic choices when buying food. The results indicate that individual happiness exerts distinct effects according to its two dimensions, eudaimonia and hedonism. We found that happiness influences the demand for ethical foods, whereas it exerts a detrimental effect on preferences for food with environmental labels. © 2024 American Council on Consumer Interests.