Plenary Lecture

Sustainable Consumption and Life Satisfaction: Evidence from East Asian Countries

Professor Haifeng Li Boyd
Department of International Economics
Yamaguchi University
Japan
E-mail: haifengl@yamaguchi-u.ac.jp

Abstract: The purpose of this study is to examine the association between sustainable consumption and life satisfaction. One aspect of sustainable consumption focused in this study is environment friendly purchase or green purchase. Using data collected from consumers in 14 cities in developing countries, we found that consumers who reported green purchase intention and behavior have higher scores in life satisfaction compared to other consumers after controlling for gender, age, education, and family income. The findings add evidence to the literature that suggests happiness is associated with prosocial spending.

Brief Biography of the Speaker: Dr. Haifeng Li Boyd is a Professor of International Economics at Yamaguchi University. She teaches courses in East Asian and Chinese Economics and conducts research on consumption society and consumer behavior of China. She has published extensively in areas of consumer behavior and economics including several books such as The Mass Consumer Society in China, Market Economics and the Consumer Behavior. She served as the President of Asian Consumer and Family Economics Association (ACFEA), among others. She presented her research to diverse audiences in the U. S., Japan, China, Malaysia, South Korea, and Italy. Haifeng Li received her Ph.D. in Economics from Hokkaido University (1999), and she was a visiting scholar at Stanford University (2009-2011).

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