Sustainable Consumption and Residents’ Happiness: An Empirical Analysis Based on the 2021 Chinese General Social Survey (CGSS2021)

Sustainable consumption is a fundamental driver for implementing sustainable development strategies and is crucial in advancing Chinese-style modernization. Utilizing data from the Chinese General Social Survey 2021 (CGSS2021), this study examines the relationship between sustainable consumption and residents’ happiness, classifying its effects into growth and sustainability. The study results show that (1) sustainable consumption positively influences residents’ happiness. (2) Regionally, in the central and western regions, sustainable consumption significantly enhances residents’ happiness, with the sustainable effect surpassing the growth effect. In contrast, in the eastern region, sustainable consumption alone does not substantially improve residents’ happiness; instead, the growth effect predominates. (3) From an urban–rural perspective, sustainable consumption notably impacts happiness in rural areas. In contrast, urban areas primarily benefit from the growth effect of sustainable consumption, with the sustainable effect being less significant. (4) From an age-related perspective, different factors predominantly influence the happiness of various age groups. For young people, health plays a crucial role in their overall happiness. In contrast, middle-aged groups place more importance on their marital status, while older people are primarily concerned with housing conditions. (5) Income analysis shows that income increases substantially impact the happiness of high-income groups compared to low-income groups. Based on these insights, we recommend enhancing education and guidance on sustainable consumption, implementing regionally differentiated policies, increasing support for green consumption in rural areas, developing age-specific policies, and addressing income disparities. These measures can enhance the residents’ happiness more effectively and contribute to sustainable societal development.