Postmaterial values contribute to and alleviate global well-being disparities: Evidence from Gallup world poll data

Global studies show a disparity in subjective well-being (SWB) between urban and rural areas, though the evidence is mixed. Some research finds lower SWB in rural areas, while others suggest urban materialism also reduces happiness. If SWB is constrained more by environmental factors than by personal choices, addressing these disparities is crucial. Understanding their root causes is key to developing targeted interventions that enhance well-being and ensure equity across different living environments. Policies should prioritize improving well-being where it is most needed, rather than enhancing happiness where it is already high. Previous efforts focused on material improvements but haven't fully bridged the gap. Our study, using Gallup World Poll data and instrumental variable regression, highlights the importance of postmaterial values—such as freedom of choice, community attachment, and youth development—in reducing these disparities. Based on Inglehart's theory of human aspirations, our research shows that deficiencies in postmaterial values, especially in education quality, significantly lower rural well-being, widening the urban-rural SWB gap. This issue persists across countries with varying GDP levels, suggesting that improving access to postmaterial values in rural areas can effectively reduce these disparities. Our findings advocate for policy strategies that prioritize these values in rural communities to address SWB disparities.