Happiness and sustainable consumption in centennials: a multigroup analysis of environmental knowledge and willingness to pay for products with eco-friendly packaging

As sustainable consumption gains importance, understanding the willingness to pay (WTP) for eco-friendly products is crucial for academia, businesses, and policymakers. This study explores the impact of environmental knowledge and consumer happiness on centennials' WTP for products with eco-friendly packaging. A survey of 390 young Mexicans was analysed using covariance-based structural equation modelling (CB-SEM) and multigroup analysis (MGA) by gender. Findings show that environmental knowledge positively influences WTP, partially mediated by consumer happiness. Gender differences emerged: for women, knowledge has a direct impact, while for men, happiness plays a more substantial mediating role. It suggests that women rely more on environmental information in purchasing decisions, whereas men are driven by emotional satisfaction from sustainable consumption. These insights expand consumer happiness theory and offer strategic implications for gender-differentiated marketing and public policies that link wellbeing to sustainable habits.