Abstract
This paper examines the association between pro-environmental consumption and subjective well-being and tests whether this type of decision could be explained as a utility-maximizing choice under welfare economics, or it is subject to systematic deviations from rational choice. The literature provides evidence for positive and significant effects of pro-environmental consumption on subjective well-being; however, studies describing this relationship and drawing comparisons based on specific dimensions are limited. Here we try to fill the gap by proposing two composite indicators, representing preferences for pro-environmental behaviour in different dimensions. The indicator "proactive behaviour" encompasses the consumption of products with better environmental efficiency, while the indicator "avoidance behaviour" pertains to sustainable choices that involve avoiding – or less frequently engaging in – consumption decisions with negative ecological externalities. The findings, based on data from the Aspects of Daily Life survey conducted in Italy by ISTAT, provide that the former has a stronger effect on subjective well-being compared to the latter. Furthermore, the analysis reveals that environmental satisfaction negatively moderates the relationship between sustainable consumption and life satisfaction.
