Consumer Experience and Happiness – Philosophy and Evolution of Concepts

Violeta Peteva ()
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Violeta Peteva: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 2, 77-87

Abstract: Happiness is a natural and ultimate human value, along with freedom, equality, peace, and other fundamental values of humanity. Today, consumers seek and expect from businesses a personalized experience that is seamless, enjoyable, exciting, compelling, in a word – happy. They seek emotions, dreams, memories, sensations and symbolism. A material manifestation of human happiness is consumption, i.e. consumer happiness, and the synthesized category "Consumer Experience and Happiness" shows the close relationship between experience and happiness. Consumers want to achieve happiness during the purchase decision, during product consumption and afterwards. But they also want to be happy in another way – as conscious citizens with personal and social responsibility, demonstrating sustainable consumer behaviour and demanding similar behaviour from companies. The article examines the importance of happiness; the reasons why modern consumers want to be happy; the evolution of philosophical concepts of happiness; the marketing content of the concept of "Consumer Happiness" - the emotions that are the indispensable stage decor of consumer experience; as well as the marketing strategies for increasing consumer happiness and for business growth.

Keywords: consumer experience; consumer happiness; sustainable consumer behaviour; Sustainable Development Goals (SDGs); marketing strategy (search for similar items in EconPapers)
JEL-codes: L81 M30 M31 (search for similar items in EconPapers)
Date: 2025
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