Eudaimonia and temperance : A pathway to a flourishing life

Abstract

The concept of planetary well-being rests on the idea that since human activities are among the root causes of the ecological crisis threatening the well-being of human and nonhuman nature, accordingly, solutions lie in transforming human behaviour and shifting the prevailing paradigm towards embracing enhanced visions of the “good life.” The ongoing ecological crisis has evoked profound questions regarding the nature of the good life, requiring consciousness and reflection of scholars’ paradigmatic worldviews. This chapter adopts the lenses of transformative consumer research (TCR) and positive psychology, emphasizing individual, societal, and environmental well-being—challenging the assumptions guiding mainstream marketing and consumer research. The chapter discusses planetary well-being from the premises of Aristotelian eudaimonia, which encompasses pursuing a life of meaning, virtue, and excellence. The chapter elaborates on whether humans can be wise and seek meaning and temperance rather than prosperity in an economy driven by global responsibility considering planetary limits. Temperance is discussed to reduce consumption and redefine human needs while ensuring human and nonhuman flourishing. Temperance captures practices in harmony with sufficiency thinking. Simultaneously, these practices emphasize Aristotle’s timeless values: Meaning, virtues, practical wisdom, balance, harmony, and the common good, which are more meaningful than ever.