Grénman, M., Uusitalo, O., & Räikkönen, J. (2024). Eudaimonia and temperance: A pathway to a flourishing life. In M. Elo, S. Karkulehto, J. S. Kotiaho, M. Salo, J. Hytönen, T. Kortetmäki, & M. Puurtinen (Eds.), Interdisciplinary Perspectives on Planetary Well-Being (1st ed., pp. 157–166). Routledge. https://doi.org/10.4324/9781003334002-16
Abstract
Planetary well-being focuses on the idea that human actions contribute significantly to the ecological crisis impacting both people and the rest of nature. To tackle this, we need to change our behaviors and rethink what it means to live a ”good life.” This chapter addresses these issues through transformative consumer research (TCR) and positive psychology, emphasizing the importance of individual, societal, and environmental well-being while challenging traditional marketing and consumer research.
It draws on Aristotle’s notion of eudaimonia, which is about living a meaningful and virtuous life. The chapter questions whether we can prioritize wisdom and moderation over mere prosperity in a world facing planetary limits. By promoting moderation or ”temperance,” we can reduce consumption and redefine our needs, fostering both human and ecological flourishing. Ultimately, it highlights the importance of Aristotle’s timeless values like meaning, virtue, practical wisdom, and the common good in creating a sustainable future.
Reseachers
Further information and interviews: Miia Grénman, Outi Uusitalo, Juulia Räikkönen
D. Sc. (Econ. & Bus. Adm.) Miia Grénman (miia.k.grenman@jyu.fi) works as a postdoctoral researcher at the University of Jyväskylä (JSBE) in Academy of Finland’s funded interdisciplinary and multi-year research project: Biodiversity Respectful Leadership (BIODIFUL). Her research focuses on sustainability, good and meaningful life, and Gen Z as future consumers and leaders.
D.Sc. Outi Uusitalo (outi.uusitalo@jyu.fi) is Professor of Marketing in University of Jyväskylä, serving as a Head of Marketing discipline and Sustainable Business research group at Jyväskylä University School of Business and Economics. In the BIODIFUL research project, Outi works in the work package 3 Biodiversity and Consumption.
Adjunct professor, D.Sc. (Econ. & Bus. Adm.) Juulia Räikkönen (juulia.raikkonen@utu.fi) works in the Biodiversity Unit of the University of Turku as a University Research Fellow. Her areas of expertise include biodiversity, consumer behaviour, experiential consumption, tourism, and wellbeing. In the BIODIFUL research project, Juulia coordinates the work package 3 Biodiversity Consumption.
