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The purpose of this paper is to examine the effects of two perspectives of well-being, hedonism and eudaimonism, on job attitudes and extra-role behaviors. Theoretically, hedonism equates well-being with the experience of pleasure, whereas eudaimonism is the experience of personal growth, purpose and social significance.

Data were collected from 528 administrative support staff at two points in time. At time 1, hedonia and eudaimonia at work were measured. Job attitudes and extra-role behaviors were measured at time 2.

Results indicate that hedonia and eudaimonia, although strongly correlated, have unique effects on job attitudes and extra-role behaviors. Further, there is a synergistic effect between eudaimonia and hedonia such that experienced eudaimonia has a stronger effect on employee outcomes when hedonia is higher.

Popular books highlight the importance of creating happy workers. However, one’s view of happiness/well-being at work influences the actions taken to improve such well-being. An important implication of this study is that firms should focus on creating an environment that fosters personal growth, a sense of purpose and a feeling of social significance in addition to hedonic happiness.

Both eudaimonic and hedonic measures of well-being were examined and results indicated that both were important predictors of extra-role behavior and job attitudes. Such results not only highlight the importance of explicit examination of additional conceptualizations of well-being at work, but also indicate the importance of eudaimonia at work.

Economic choice theory is built on utilitarian foundations. The purpose of this paper is to explore whether a foundation of virtue ethics might be more consistent with human nature.

The paper focuses on utilitarianism vs virtue ethics as foundations of economic choice theory.

Economic choice theory describes consumer choice in terms that are inconsistent with findings from recent research in behavioral economics, neuroeconomics, and psychology. The consumers' dynamic optimization problem, as outlined by traditional theory, is unsolvable in the sense that it contains too many unknowns. This means that the consumer must approach the problem in a different manner than is usually suggested by the literature. Moreover, new psychological theories of well‐being suggest that we can, to some extent, choose what we want to want and that true happiness is based on our character as much as it is based on our consumption of goods.

The idea that human choices may not be based on consistent preferences calls into question the policy suggestions of the literature on revealed preference and welfare economics. In particular, we cannot rely on past choices to draw inferences on people's preferences.

To maximize social welfare, society must value and promote the development of virtue and character.

The paper highlights some of the differences between utilitarian and the virtue ethics perspectives on choice.

This 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.

Surveys 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.

Optimistic 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.

The 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.

This study identifies guidelines that strengthen brands' communication strategies based on individuals' sustainability profiles and visions of the future.

There 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.

This 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.

Previous studies have challenged the Human Development Index’s (HDI) ability to emulate the achievement of falāh (happiness). This paper aims to evaluate the role of religious values in establishing a positive link between the current measurement of development and falāh.

First, this study derives an improved value-loaded development measure from the concept of Maqasid al-Shari’ah (the higher objectives of Islamic law). Second, this paper compares the calculated Maqasid al-Shari’ah Index (MSI) with the HDI of some Organisation of Islamic Cooperation (OIC) countries by using the parametric pair difference z-test and t-test along with the non-parametric Wilcoxon signed-rank test. Finally, the relationship of both indices and the proxy of falāh are examined by using the ordinary least square and the generalised method of moments estimations.

As far as the religious-led development is concerned, the HDI underestimates OIC countries’ development progress. Here, the MSI can better embody the attainment of falāh than the HDI.

This study only covers limited OIC countries due to the data availability issue.

The cultural-based development stemming from the religious values proves useful for putting the government effort towards the attainment of the objective of human well-being in the right direction.

To the best of the authors’ knowledge, this is the first study examining the empirical relationship between the MSI and falāh.

The purpose of this paper is to introduce, in the project management field, an Aristotelian ethics lens moving beyond the classical deontological and consequentialism approaches underlying the current ethical practices and codes of ethics and professional conducts. In doing so, the author wishes to pose the premises of a debate on the implications of a conscious ethical perspective for the structure and agency relationship within the project management field.

Project management is a knowledge field on its own right. However, the current perspectives applied to make sense and develop the field (modernism vs postmodernism) leads to dichotomous thinking rather than recognizing the merits and contextual validity of both sides. The author calls for Aristotelian ethics as a way of moving beyond this dichotomous thinking. The author introduces briefly Aristotelian ethics and its consequences in term of relation theory – practice, means and ends, facts and values and finally politics (i.e. being part of a community of practitioners). Then the author illustrates some consequences for the field taking PMI Code of Ethics and Professional Conduct and APM Code of Professional Conduct as supports for discussion.

The author suggests a need for revisiting and/or redesigning the codes of ethics and professional conducts for project management according to an Aristotelian perspective, in order to move beyond the normative limitations of classical deontological (conflict between competing duties, exemplified by PMI Code) or consequentialism (focusing on the “right” outcome to the detriment of duties, exemplified by APM Code) approaches (both, in fact, leading to a disconnection means and ends, and facts and values). This implicates shifting the view from the question “what is my duty”? to the questions “why should I undertake my duty”? and “how ought I act in this situation”?

Raising professional bodies, industry and education institutions awareness and consciousness and leading them to rethink about codes of ethics and the implications for the way they conceive practice and research, bodies of knowledge, credentialing, education, etc.

To the best of the author's knowledge, this kind of discussion has not yet been conducted within the project management field, and considering the implication of project management in the life and for the well-being of the society, an ethical debate may present some value(s).

This paper presents a unique conceptual model that promotes behaviour change with the goal of creating a more sustainable conscious society. It aims to provide social marketers with insight on how to influence consumers' buying behaviour, which is often guided by their misperception of what is a good Quality of Life (QoL).

By means of a comprehensive, analytical review of relevant literature, this paper took a conceptual approach that included the thematic analysis of data sources such as accredited journal articles, books and other credible published materials.

Against the backdrop of South Africa's socio-economic conditions, this model emphasises the crucial role of individual's social and personal environment in shaping behaviour. The role of social marketers is to capitilise on consumers immediate environment to persuade them to consume more sustainably. It further gives way to the long-term, positive consequences of behaviour change on consumer's Quality of Life. The basic premise underlying the conceptual model is eudaimonia, the long-term subjective well-being of consumers, as a result conscientious consumption practices. The authors integrate Bandura's Social Cognitive Theory (1986) and Christie's Nested model of Quality of Life (2018) and presents the Social Cognitive Model of Quality of Life.

Such an integrative conceptual model can be used to justify policy implications, social marketing strategies and behavioural change for the individual consumer to promote their own subjective QoL while addressing and perhaps mediating the broader social and environmental concerns. However, the application of this concept within an emerging economy, remains to be a challenge, as the awareness around sustainable consumption is still in its infant stage.

With the rise of globalisation, consumers in emerging economies aspire to portray wealth through the acquisition of materialistic possessions. This is even though the majority live in poverty and cannot sustain a lifestyle that is driven by conspicuous consumption. As a result, social marketers have a significant responsibility to inRuence consumers buying behaviour towards sustainable consumption. This paper presents a model that guides social marketers on how they can encourage pro-environmental behaviour and create a more sustainably conscious society.

This study analyzes the effect of content marketing on women's happiness through eudaimonia and hedonism factors and the final result on desires and actions taken.

A total of 227 valid questionnaires were collected from women respondents. The data analysis used partial least squares structural equation modeling (PLS-SEM) to clarify the relationships in the proposed model.

Content marketing turns out to be a crucial factor affecting both eudaimonia and hedonism. Moreover, while eudaimonia plays a particular role in women's behavior, hedonism works likewise on desires.

A crucial decision before developing content marketing is to consider if the final result is to produce desirability or feasibility in consumers. Content marketing addressing eudaimonia will impact feasibility; while the content aims to create desirability, the hedonic aspect of happiness should be emphasized.

Though content marketing and the effect of content marketing on brands' performance and consumer decision processes has been deeply analyzed in the literature, there is a lack of research into the effect of such content on consumers' well-being. Another contribution of this study is the focus on local brands and on women's eudaimonia and hedonism.

Value cocreation has become an important way to enhance the brand equity of a tourism destination. Different from common tourism contexts, agritourism has strong participatory and productive characteristics and is regarded as a critical platform of value cocreation. Therefore, this paper aims to explore the relationship between agritourism experience value cocreation and brand equity of rural tourism destinations from the perspective of tourists.

A questionnaire survey was conducted, and 602 valid questionnaires were collected by a random sample in 2021. Structural equation modeling was used to empirically analyze the data.

The results revealed that tourists’ participation, interaction and citizenship behaviors play a critical role in brand equity of rural tourism destinations. Meanwhile, tourists’ interaction and citizenship behaviors influenced brand equity of rural tourism destinations, via hedonic enjoyment and eudaimonia experience, and perceived experience value. Tourists’ participation behavior influenced brand equity of rural tourism destinations via hedonic enjoyment experience and perceived experience value.

This study focusing on agritourism as a critical platform of value cocreation explores the impact of agritourism experience value cocreation on brand equity of rural tourism destinations from the perspective of tourists. It enriches the existing literature on the relationship between value cocreation and brand equity of tourism destination, expands the research on value cocreation and happiness experience and also provides management basis for promoting brand equity of rural tourism destinations.

价值共创已成为提升旅游目的地品牌资产的重要途径。与一般的旅游情境不同, 农业旅游具有强烈的参与性和生产性特征, 被视为价值共创的重要平台。因此, 本文基于游 客视角探讨了农业旅游体验价值共创与乡村旅游目的地品牌资产之间的内在关系。

本文于2021 年实施问卷调查, 随机抽取602 份有效问卷。结构方程模 型用于实证分析数据。

游客参与、互动和公民行为对乡村旅游目的地品牌资产具有关键作用。同时, 游客互动和公民行为通过享乐型和实现型体验以及感知体验价值影响乡村旅游目的地品牌 资产。游客参与行为通过享乐型体验和感知体验价值影响乡村旅游目的地品牌资产。

本研究将农业旅游作为价值共创的重要平台, 基于游客视角探讨了农业旅游 体验价值共创对乡村旅游目的地品牌资产的影响, 丰富了价值共创与旅游目的地品牌资产 关系的文献, 拓展了价值共创与快乐体验的研究, 为促进乡村旅游目的地品牌资产提供了 管理依据。

La cocreación se ha convertido en una forma importante de mejorar el valor de marca de un destino turístico. A diferencia de los entornos turísticos comunes, el agroturismo tiene fuertes características participativas y productivas, y se considera una plataforma indispensable de cocreación de valor. Este artículo explora la relación entre la cocreación de valor de la experiencia de agroturismo y el valor de marca de los destinos de turismo rural desde la perspectiva de los turistas.

Se realizó una encuesta y se recogieron 602 cuestionarios válidos mediante un muestreo aleatorioa en 2021. Se utilizó un modelo de ecuaciones estructurales para analizar empíricamente los datos.

Los resultados revelaron que la participación e interacción de los turistas y los comportamientos de la ciudadanía juegan un papel crítico en el valor de marca de destinos de turismo rural. La interacción de los turistas y los comportamientos de la ciudadanía impactaron el valor de marca de destinos de turismo rural a través del disfrute hedónico, la experiencia eudaimonia y el valor percibido de la experiencia. El comportamiento de participación de los turistas influyó en el valor de marca de los destinos de turismo rural a través de la experiencia hedónica de disfrute y el valor percibido de la experiencia.

Este estudio, centrado en el agroturismo como plataforma importante para la cocreación de valor, explora el impacto de la cocreación de valor de la experiencia de agroturismo en el valor de marca de destinos de turismo rural desde la perspectiva de los turistas. Enriquece la literatura existente sobre la relación entre la cocreación de valor y el valor de marca de los destinos turisticos, expande la investigación sobre la cocreación de valor y la experiencia de felicidad, y ofrece también bases de gestión para promover el valor de marca de destinos de turismo rural.

With the growing interest in eudaimonia in the past years and the need to better understand festival visitors' motivation in the context of music festivals, this study aims to propose visitor segmentation based on the values of hedonia, life satisfaction and eudaimonia.

The analysis in this study employs a case research method that follows the abductive paradigm. The authors begin their conceptual foundation with a review of the literature on hedonia, life satisfaction and eudaimonia. The authors then use the preliminary conceptual foundation as the basis of rival analysis through a focus group and interviews with senior executives, government officials, communities and other related stakeholders. The authors also carry out an exploratory factor analysis to determine the building blocks of eudaimonic festival experiences. Last, using cluster analysis, the authors support their conceptual proposition from the initial qualitative inquiries.

From the three studies that the authors performed, their findings suggest that, based on hedonia and eudaimonia, festival attendees can be divided into three distinct segments: (1) pleasure seekers (i.e. visitors who look for personal pleasure, enjoyment and affection), (2) playful learners (i.e. visitors who not only seek pleasure, but also consider the urgency to think about the need to grow as a person) and (3) transcendentalists (i.e. visitors who seek a balance of pleasure, escapism, self-reflection, personal meaning and impact through attending festival activities).

This study argues that the ideas of hedonia and eudaimonia are present in the context of the music festival. Theoretically, this paper suggests that festival-goers can be divided into three clusters based on the values of hedonia and eudaimonia: pleasure seekers, playful learners and transcendentalists. Practically, this study suggests that festival organisers should consider developing music concert events by taking into account the eudaimonic and hedonistic desires, intrinsically possessed by the festival-goers, which is expected to add value to the produced musical event.

This study is the first to present visitor segmentation in a music festival setting based on the values of eudaimonia, life satisfaction and hedonia.

This paper aims to explore the distinctions and similarities about Eudaimonia (a deeper pleasure beyond the hedonic enjoyment) and hedonic enjoyment, especially the influencing factors of Eudaimonia.

Survey and experiment are conducted to obtain the data. Structural equation modeling, confirmatory factor analysis and analysis of variance are used to analyze the data.

Three empirical studies support the idea that Eudaimonia, as a deeper-level pleasure, is a distinct construct from hedonic enjoyment. Like hedonic enjoyment, Eudaimonia can lead to satisfaction. Unlike hedonic enjoyment, Eudaimonia is driven by effort. Moreover, the effort impact on Eudaimonia is enhanced by the uniqueness of the craft task.

This paper shifts hedonic consumption studies from a product-based paradigm (e.g. utilitarian vs hedonic) to an experience-based paradigm (hedonic enjoyment vs Eudaimonia). The extension of pleasure to Eudaimonia domain successfully explains why prior hedonic consumption studies find that pleasure is more than the absence of effort and can be more inspiring than purely sensory.