Resumo

APARICIO-CABRERA, Abraham. Moral pluralism and the subjective well-being of consumers. Convergencia [online]. 2014, vol.21, n.64, pp.189-206. ISSN 2448-5799.

From a theoretical perspective this paper suggests that consumption in contemporary society is done under a set of values according to an ethic which conceives happiness in a hedonistic way, these values are advertised all over in an almost absolute way (moral monism). This moral monism may explain, partially, the weak correlation between consumption and subjective well-being (happiness and/or satisfaction with life); therefore this paper recommends that consumer should know the role of consumption in personal self-fulfillment in different offers of good life (moral pluralism). Moral pluralism applied to world of consumption would yield, through dialogue, a set of shared values in order to define a different moral identity, for a kind of consumption that impacts more significantly on subjective well-being of consumer.

Palavras-chave : happiness; life satisfaction; values; ethics; consumption.