Review article
Hapiness and Environmental Awareness – Factors of Sustainable Development
Anita Frajman Jakšić
Marija Ham
Tjaša Redek
Abstract
Economic growth was long perceived as the key goal of economic development. But as the capitalist economies
got richer and as negative consequences of the growth spurt became more obvious, the development
paradigm began to change course towards sustainability, which encompasses economic, environmental and
social dimensions.
The purpose of the article is to link the value system in the society and the possibility of the society to
embrace the sustainable development model. We first provide the theoretical framework, followed by an
empirical analysis of Croatia. The stress is on the environmental component of sustainability.
The article builds from the popular stream of economic theory, i.e. economic analysis of happiness, which
claims that happiness results not solely from economic factors, but also personal and broader social elements.
These can also include environmental variables. In economic analysis of happiness, the consumer is
not a standard utility maximizing consumer, who directly links utility and consumption of goods. His happiness
is largely determined also by environmental elements. The existence of such consumers is consequently
a prerequisite for the establishment of the sustainable economy.
Empirical results show that: (1) consumers in general are at the moment not well educated about ecological
problems, but (2) those that are give a lot of attention to environmental aspects. It is also important to note
that future sustainability depends primarily on the attitude of current young cohorts (15 to 24 years), which,
unfortunately, are least environmentally conscious. The role of the government and public institutions in
preparing broader educational campaigns can therefore be significant.
Keywords
environmental consciousness of consumers; happiness determinants; economics of happiness; sustainable development
Hrčak ID:
63476
URI
Publication date:
10.12.2010.
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