Flourishing for the future: The role of emotional intelligence in sustainable consumption- evidence from Mexican consumers

This study investigates the psychological mechanisms driving consumer responsibility for sustainable consumption and its influence on sustainable purchasing decisions. Building on the premise that consumer responsibility predicts sustainable consumption behaviors, we propose a framework that examines how emotional intelligence and flourishing affect willingness to pay more for ecological products, with the mediating roles of personal norms, frugality, and pro-ecological behavior. Using structural equation modeling (PLS-SEM), on data from 430 surveyed participants, the findings reveal that emotional intelligence positively influences flourishing, while personal norms and frugality mediate the relationship between flourishing and consumer responsibility for sustainable consumption. Additionally, pro-ecological behavior mediates the effect of consumer responsibility on willingness to pay more for ecological products. By uncovering the emotional and normative antecedents of sustainable consumption, this study refines existing theories and provides actionable insights for policies, educational programs, and marketing strategies that promote sustainability and address environmental challenges, offering valuable contributions towards a more sustainable future.