Because I'm happy: exploring the happiness of shopping in social enterprises and its effect on customer satisfaction and loyalty

Purpose This research analyzes the role of happiness associated with sustainable purchases in social enterprises (SEs) as a key precursor of prosocial behavioral responses through satisfaction with such purchases. Design/methodology/approach This paper studies the relationships between past purchase in a social enterprise, consumer happiness, satisfaction and three indicators of loyalty: repurchase intention, word-of-mouth (WOM) intention and willingness to pay more. In addition, it analyzes the moderating role of altruistic motivation. A survey was designed to collect data from 380 consumers who had bought in a social enterprise. Findings Sustainable consumption is a source of happiness for ethical consumers to the extent that they feel that they meet a personal need or desire, and they contribute to achieving a social objective with their purchasing behavior. Practical implications SEs must appeal to the happiness of consumers as a strategic line to achieve their satisfaction and loyalty. Social enterprise practitioners and marketers should deploy organizational capabilities and resources in key performing areas such as communication, customer service or shopping experience, with the purpose of maximizing the happiness of ethical consumers with whom the firm is interacting for the first time. Originality/value This research highlights the importance of the social enterprise in the commercial setting, since it has been proven that purchases in these companies generate happiness and satisfaction in consumers. In addition, satisfaction has a great impact on their loyalty, which is a direct advantage for this type of company and an indirect one for society as a whole.