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The purpose of this article is to identify whether there is happiness in the consumption of brands and product categories and to clarify which provides more happiness: consuming the product itself or consuming the branded product.

The research was a survey with 528 Brazilian consumers. Data were analyzed and interpreted through content analysis and regressions: linear, quantile and logistic.

The results show that there is happiness in the consumption of brands and product categories, with culture being the category that most provides happiness; also confirming that individuals who consume branded products are happier than those who consume the product itself.

Studies confirm that there is happiness in consumption, but when we show that there is more happiness in the consumption of branded products than in not consuming the product itself, and when we identify which are the categories of products that bring the most happiness in an emerging country of Latin America, our article deepens and expands the previous literature.

We suggest that companies associate their brands with culture to balance profit with sustainable purpose. For this, we provide a framework as a tool for this association.

The topic of our article is relevant, timely and current, its originality lies in confirming that those who consume the branded product are happier and those who consume the product itself are less happy, and also by identifying which categories provide the most happiness.

El propósito de este artículo es identificar si hay felicidad en el consumo de marcas y categorías de productos y esclarecer cuál proporciona más felicidad: consumir el producto en sí o consumir el producto de marca.

La investigación fue una encuesta con 528 consumidores brasileños. Los datos fueron analizados e interpretados mediante análisis de contenido y regresiones: lineal, cuantil y logística.

Los resultados muestran que existe felicidad en el consumo de marcas y categorías de productos, siendo la cultura la categoría que más felicidad brinda; confirmando también que los individuos que consumen productos de marca son más felices que los que consumen el producto en sí.

Sugerimos que las empresas asocien sus marcas con la cultura para equilibrar las ganancias con un propósito sostenible. Para ello, proporcionamos un marco como herramienta para esta asociación.

Los estudios confirman que hay felicidad en el consumo, pero cuando demostramos que hay más felicidad en el consumo de productos de marca que en no consumir el producto en sí, y cuando identificamos cuáles son las categorías de productos que más felicidad aportan en un mundo emergente país de América Latina, nuestro artículo profundiza y amplía la literatura anterior.

El tema de nuestro artículo es relevante, oportuno y actual, su originalidad radica en constatar que quienes consumen el producto de marca son más felices y quienes consumen el producto en sí son menos felices, y también en identificar qué categorías aportan más felicidad.

The authors originally explore the factors for blockchain technology (BCT) adoption in agricultural supply chains (ASCs) to enhance circularity and understand the dependencies, hierarchical structure and causalities between these factors.

Based on an extant literature review and expert opinion, the present study identified ten enablers for adopting BCT to leverage the circular economy (CE) practices in the ASCs. Then, using an integrated interpretive structural modeling and decision-making trial and evaluation laboratory (ISM-DEMATEL) approach, hierarchical and cause–effect relationships are established.

It was observed that traceability is the most prominent enabler from the CE perspective in ASCs. However, traceability, being a net effect enabler, will be realized through the achievement of other cause enablers, such as seamless connectivity and information flow and decentralized and distributed ledger technology. The authors also propose a 12 Rs framework for enhancing circularity in ASC operations.

The paper identifies enablers to BCT adoption that will enhance circularity in ASC operations. The ISM hierarchical model is based on the driving and dependence powers of the enablers, and DEMATEL aids in identifying causal relationships among the enablers.

The study's findings and proposed 12 Rs framework may help the practitioners and policymakers devise effective BCT implementation strategies in ASCs, thereby empowering sustainability and circularity.

This study enriches the literature by identifying and modeling enablers for BCT adoption in ASCs. The study also proposes a new 12 Rs framework to help enhance ASC circularity.