Environmental Concerns, Sustainable Consumption, and COVID-19 Fear in Online Consumers: A Research Exploration
Environmental Concerns, Sustainable Consumption, and COVID-19 Fear in Online Consumers: A Research Exploration

Summary/Abstract: As a conceptual paper, this study examines the nuanced relationships between consumers’ environmental orientations (egoistic, altruistic, and biospheric) and their sustainable consumption patterns, particularly emphasizing the prevailing influence of COVID-19 fear. Utilizing a targeted survey approach, responses from online Taiwanese and Thai consumers are gathered and analyzed through a Structural Equation Model, incorporating diverse analytical avenues such as path, mediation, moderation, and multi-group analyses. The study aims to describe prosocial consumers by their distinct environmental concerns and subsequent sustainable consumption behaviors. Furthermore, the study sheds light on how the COVID-19 pandemic has modulated the dynamic between environmental considerations and tangible sustainable consumption actions. In a post-pandemic setting, the study contributes to academic discourse by highlighting the confluence of environmental consciousness and sustainable consumption. It also provides pragmatic implications for businesses, directing them towards eco-centric product offerings and cultivating a deeper ecological awareness among consumers, fostering sustainable purchase intention and behaviors.

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