Happiness and its relationship to expectations of change and sustainable behavior in a post-COVID-19 world

PurposeThis study aims to analyze the relationship between expectations of change after a crisis, such as that generated by COVID-19, people's levels of happiness and the propensity for pro-sustainable behavior.Design/methodology/approachSurveys were conducted using 1,130 observations. The aim was to measure expectations of change during the pandemic. Furthermore, the relationship between these expectations, happiness levels, and attitudes towards sustainability was analyzed for various elements of daily life. Statistical techniques such as principal component analysis (PCA), cluster analysis, variance analysis and correlation analysis were utilized to explore the underlying patterns and relationships.FindingsOptimistic expectations for post-pandemic change are associated with a greater likelihood of engaging in environmentally beneficial behaviors, leading to higher levels of life satisfaction. This correlation is particularly significant when individuals envision broader transformations in the collective behavior of humanity. These findings suggest a strong link between beliefs in positive societal transformations and both pro-environmental actions and personal well-being.Research limitations/implicationsThe unique circumstances of the pandemic, characterized by heightened media consumption, likely influenced the expectations of individuals, particularly fostering pessimistic outlooks in critical situations. Clear and solid variables were utilized despite not employing validated scales to measure expectations. However, it has been proven that there is a clear link between change expectations, happiness, and the propensity for a more sustainable daily life.Practical implicationsThis study identifies guidelines that strengthen brands' communication strategies based on individuals' sustainability profiles and visions of the future.Social implicationsThere is a need to target skeptical, change-resistant segments of the population with a more convincing and solid discourse to promote sustainable consumption and behavior.Originality/valueThis is the first study to simultaneously address the relationship between individuals' expectations of change following traumatic events such as the pandemic, their engagement in sustainable behavior, and their increased levels of happiness.