This concept can also dispute a common misconception that living sustainably
will lower our quality of life. Brown and Kasser (2005) suggest that “as long
as environmentally responsible behaviour is framed in self-sacrificial terms, individuals
will be faced with tough choices about how to act” (p. 349), because such behaviour is
assumed to detract from happiness. Sustainable happiness invites opportunities to enhance
our quality of life and contribute to individual, community, and global well-being.