Abstract

This study explores flourishing, a psychological state that extends the concept of happiness to encompass holistic well-being. Flourishing goes beyond mere positive emotions or life satisfaction, encompassing the realization of personal potential, the pursuit of meaning in life, and the formation of positive interpersonal relationships. Despite living in a hyper-connected society, individuals today paradoxically experience weakened social bonds and deepening isolation. The social and cultural keyword “Gakjadosaeng” (each surviving on their own) reflects this contemporary reality in which individuals must independently pursue and maintain their own happiness amid uncertainty. Within this context, the present research empirically examines the effects of self-care—the proactive management and nurturing of one’s own life—on flourishing. Furthermore, it investigates how self-care, happiness, and consumer happiness influence purchasing behavior and flourishing. To identify the mediating role of happiness in the relationship between self-care and flourishing, two empirical studies were conducted. Study 1 focused on happiness in daily life and analyzed data from 300 adults using a structural equation model to examine the effects of self-care and personal happiness on flourishing. Study 2 centered on happiness in the context of consumption and surveyed 595 adolescents (aged 17 and older) and adults to test the relationships among self-care, consumer happiness, purchasing behavior, and flourishing. The results from both studies demonstrated that self-care and happiness are significant predictors of flourishing. These findings indicate that self-care extends beyond physical, mental, and emotional health management, representing an essential and integrative process that promotes self-actualization and personal growth. Ultimately, this study provides theoretical and practical foundations for enhancing individual happiness and achieving sustained psychological and social flourishing.