From satisfaction to sustainability: A conceptual introduction to sustainable consumer well-being

Abstract

Global sustainability challenges necessitate a reevaluation of consumer well-being. We build on existing models to offer a sustainability-informed perspective uniting different stakeholders behind a new vision of success. Inspired by Félix Guattari’s philosophy of three ecologies, we propose sustainable consumer well-being (sCWB), defined as a dynamic equilibrium between individual, social, and environmental interactions in the marketplace, where individual thriving today does not compromise the ability of others, the planet, or future generations to thrive. We figuratively represent sCWB as a triple helix, drawing an analogy to the unique properties of helical design to illustrate the complex and dynamic relationship between the three ecologies. We also introduce the sCWB Matrix, a multidimensional space to identify and analyze damaging versus supportive marketplace activities within each ecology. Interconnected nodes link the triple helix structure, serving to store matrix information and identify ecological conflicts and synergies. In positioning consumer well-being as a sustainability issue, and sustainability as a well-being issue, sCWB offers an ambitious, transdisciplinary framework to balance individual prosperity with broader ecological stewardship. Pursuing sCWB requires coordinated action across the micro, meso, and macro levels of the marketplace. Guiding principles for consumers, organizations and public policy are identified. Future research should develop and refine the sCWB framework with the goal of driving widespread adoption.