Guest editorial: Happiness and corporate social responsibility: the role of organizational culture and consumers in a sustainable economy

Abstract

People have always been interested in happiness. At the start of the 20th century, the scientific discussion was reserved for philosophy, but other scientific disciplines have since become interested in this topic (Rela et al., 2020). Since the beginning of the 21st century, empirical research has focused on happiness mainly in sociology, social and personality psychology and physiology (N u~nez-Barriopedro et al., 2020). Today, disciplines such as politics, economics and marketing have a well-developed body of knowledge on happiness to draw on. In marketing, consumer research treats happiness as an emotion within the psychological determinants of consumer behavior (Kroeber-Riel and Weinberg, 1996). The distinction between external and internal models of happiness is common to all scientific disciplines. Happiness “from the outside” is a state that depends on external, objective conditions, such as material prosperity or consumption (Yoshida et al., 2021). Happiness “from within” is a state that depends on internal, subjective judgments. Research in business organizations and empirical results of research show that prosperity and well-being should be treated “from within” (Guti errez-Rodr ıguez et al., 2024). This means that we conceptualize happiness as a subjective phenomenon of internal states that are only partially influenced by objective factors (Ravina-Ripoll et al., 2019). At the same time, the world is immersed in frenetic economic and social change where society demands socially responsible behavior from organizations (Tiwari et al., 2021). Applying a practical management methodology oriented towards happiness can lead our organizations to move towards a more sustainable society. The strategic directions of companies and organizations should maximize the happiness of both their consumers and their human capital as a sustainable source of competitive advantage (N u~nez-Barriopedro et al., 2021). This approach by organizations is, in itself, responsible and sustainable. Suppose happiness is understood as a reflection of well-being. Companies must undertake management models where organizational, psychological, communicative or social factors stimulate corporate happiness within organizations (Jim enez-Mar ın et al., 2021). In the case of the consumer, organizations must be prepared to understand the term happiness as being used interchangeably with subjective well-being, life satisfaction and utility (Cuesta-Vali~no et al., 2020). In any case, research shows that the happiness of workers and consumers is closely linked to productivity, intrapreneurship, innovation, creativity, satisfaction, loyalty and responsibility (Momparler et al., 2011; Onkila, 2015). Despite all these academic advances, we need to find out more – from this postulate of happiness management and consumer happiness –about developing corporate governance that significantly improves the happy experiences of workers and consumers. Yet little attention has been paid to the social role organizations and corporate social responsibility (CSR) can play in generating happiness in society (Cuesta-Vali~no et al., 2019; Guti errez- Rodr ıguez et al., 2017). In this respect, two fundamental things have to happen. The first is to explore human resources and internal marketing policies to stimulate employees’ work performance in a collaborative culture based on commitment, positive psychology and teamwork (Jim enez- Mar ın et al., 2020). Second, happiness in CSR should be used as a measurement to achieve sustainability and economic, social and environmental responsibility (Garc ıa-S anchez et al., 2021), given the importance of proactively promoting happiness in internal and external customers (Zhou et al., 2021). From this perspective, this special issue entitled Happiness and corporate social responsibility: The role of organizational culture and consumers in a sustainable economy has a primary purpose: to show that the intangible resource of happiness will play a key role not only in the transformation of the green economy currently underway but also in forging a corporate image of companies that says they are committed to the passion for work of their human capital and the satisfaction of their customers (Cuesta-Valino et al., 2022). The philosophy is that monetary benefits are not exclusive to the guiding principles of CSR, respect for the environment, emotional consumption and happiness management (Ravina- Ripoll et al., 2021). This special issue was developed to encourage the development of theories and practices in human resources and internal marketing that stimulate the work performance of employees in a collaborative culture based on commitment, positive psychology and teamwork (Jim enez-Mar ın et al., 2020). Happiness has an important role in the transformation of the green economy and works to improve the corporate image of companies from the perspective of CSR, emotional consumption and happiness management (Ruiz-Rodr ıguez et al., 2023). What follows is a brief synopsis of each academic article included in this special issue. We then offer some concluding remarks on the role of happiness and social responsibility in today’s society.