During the latter decade, environmental issues have been gaining increasing attention from scholars and practitioners. Contemporary consumers are becoming more informed, and consequently are changing their lifestyles. Being aware of environmental issues, consumers are paying more attention to the harm caused to the environment by consumption, adopting green consumption behaviours, also, start consuming more natural and organic products. However, is such kind of behaviour beneficial to consumers? Has it had any effect on their subjective well-being? Answering these questions is becoming important to marketers producing and selling organic products, as well as to public organizations promoting environmentally friendly lifestyles. This study based on the questionnaire survey, aims to determine the impact of consumer environmental awareness and organic consumption on their subjective well-being.

DOI: https://doi.org/10.3846/bm.2023.980