[revorad]

I don't mean to be rude but I agree with nickpp's comment. I don't know what the research says about this but I have observed that people say they feel "happy" when they experience any kind of big change in their life. One goes from being a materialistic junkie to a greenpeace activist; another goes from being a treehugger to a money-crazy serial entrepreneur. Both feel released from their old identities.

People crave change at some basic biochemical level and that's what makes them "happy".

[kirstendirksen]

I would agree with you that to a certain extent people crave roles that can give them an identity, like that of treehugger or entrepreneur. But I also think there are people who genuinely happy with either one: like many of the people posting comments here, I think genuinely want to start companies because they enjoy the thrill of starting something, not just to be an entrepreneur or company president.

The same goes for those who choose to embrace a more simplified lifestyle or whatever related to sustainability.