From self to planet: Exploring the link between well-being and sustainability in online conversations

Frame of the research: In light of growing concern for environmental conservation and rising awareness of the significance of both physical and psychological well-being, the literature has shown a link between individual well-being and environmental sustainability. Nevertheless, none of these studies has analyzed the bidirectional relationship between these two domains and the influences that one has on the other. Purpose of the paper: The paper aims to explore online conversation involving well-being and sustainability, to understand how users perceive, relate to, and emotionally respond to these topics. The objective of this study is to identify emergent themes, attitudes, and communicative patterns within the domain of user-generated content (UGC). Methodology: A web-listening methodology was employed to collect a dataset comprising over 75,000 Italian-language public posts. These were sourced from a variety of social media platforms, blogs, forums and review sites, and were collected over a period of 12 months. The present study employed a mixed-methods design, integrating quantitative metrics (e.g. mentions, engagement, sentiment) with qualitative content analysis of a selection of posts. Results: The findings indicate that well-being and sustainability are progressively perceived as integral lifestyle choices. The overarching themes that emerged included aesthetic care, nutrition, nature, and physical activity. A thorough investigation into the sentiment expressed by users in their online conversations pertaining to the subjects was conducted. The investigation revealed a predominantly positive attitude among users. Research limitations: The study is limited by the temporal scope (12 months). Furthermore, the emphasis on Italian-language content may constrain the generalizability of findings to other cultural contexts. Practical implications: Businesses should align their communication strategies with seasonal dynamics and platform-specific engagement. In addition, emphasis on optimistic yet realistic messages may prove more effective in promoting sustainable behaviours. Originality of the paper: This study presents a new application of web listening to examine the intersection of sustainability and well-being. It offers an authentic, data-driven perspective on how digital communities connect personal health with the health of the planet.