The influence of satisfaction with life, social contribution and environmental well-being on conscientious consumer decision-making in the South African emerging economy

ABSTRACT Emerging economies harbour increasing consumption patterns with detrimental social and environmental consequences. This study postulated that satisfaction with life determines consumers’ social contribution and environmental well-being (as sub-dimensions of their overall subjective well-being), which in turn contribute to their conscientious decision-making, especially regarding resource-intensive white goods. Acquiring such goods necessitates conscious thought surrounding the future implications of its use. A non-probability purposive sampling approach yielded a sample of 320 middle- to high-income consumers who were acquiring appliances. Structural equation modelling was performed on the survey data. Satisfaction with life was found to be an equally strong determinant of social contribution and environmental well-being. In turn, environmental well-being was the strongest predictor of respondents’ consideration for future environmental consequences in their decision-making. However, more attention is needed to improve consumers’ satisfaction with life and their subjective.