Abstract:

The main objective of this study is to understand the relationship between consumption and happiness, seeking to answer the key question: Can consumption generate happiness? The concepts of happiness from consumption and happiness with life in general were distinguished. The types of material and experiential consumption and their relationship with the happiness of consumption were studied, as well as social approval, as it is one of the most relevant factors for those who seek happiness through consumption. To this end, a quantitative research was conducted with data collection by questionnaire in a sample of 525 respondents The results found support that it is material consumption that reveals a direct effect on consumption happiness. Social approval has not been shown to have a direct effect on consumer happiness. Consumer happiness, in turn, has not been shown to contribute to happiness. However, with regard to the types of consumption, there was a direct relationship between experiential consumption and happiness