Emotions, Consumption and Subjective Well-being: Analysis of Purchases with Feeling

Abstract

Introduction: The interaction between emotions and consumption has become increasingly relevant, especially among young people, who are more emotionally susceptible. This study explores how emotions influence youth consumption and the emotional responses generated by certain products. Results highlight both the vulnerability of emotional-driven consumption and the positive potential for community building and interest in sustainable consumption. Methodology: A mixed paradigm was used, collecting qualitative data through focus groups and interviews, and quantitative data through a questionnaire. Results. The results show which products generate positive and negative emotions in young people and their consumption habits according to their emotional states. Discussion: It was observed that the constant search for emotional satisfaction can lead young people to greater vulnerability when emotions guide their purchases. However, positive possibilities were also discovered, such as the construction of communities around certain consumption and an emerging tendency to consider sustainable consumption, although not without contradictions. Conclusions: Emotions and consumption are intrinsically related in the lives of young people. This work becomes a starting point for the design of intervention strategies and emotional literacy aimed at the development of a new approach to consumption.