Introduction/objective: sustainable happiness in companies is a current and highly relevant topic. However, there is little evidence to suggest that sustainability practices can enhance the impact of happiness on company performance. Therefore, the objective of this study is to answer the following research questions: What is the effect of happiness on business performance? And, what is the combined effect of happiness and sustainability on that performance?

Methodology: to test the two hypotheses, several multiple linear regression models were performed on a sample of IBEX-35 companies.

Results: the results show, first, that happiness has significant effects on return on assets (ROA) and equity (ROE). And second, positive and significant effects of the happiness-sustainability combination on ROA, ROE and Tobin’s Q have been found.

Conclusions: this study has demonstrated that the happiness-sustainability binomial helps companies to be more profitable and create more value. Society can benefit from a company that cares about people and the planet. Improving the world is possible if we focus on a sustainable planet, productive companies and happy people.

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Keywords:
Happiness,
sustainability,
performance,
IBEX-35,
social marketing.

05_RSN_17(36)_236_Felicidad

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