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The Impact of Awe Induced by COVID-19 Pandemic on Green Consumption Behavior in China

Author

Listed:
  • Xixiang Sun

    (School of Management, Wuhan University of Technology, Wuhan 430070, China)

  • Weihuan Su

    (School of Management, Wuhan University of Technology, Wuhan 430070, China)

  • Xiaodong Guo

    (School of Management, Wuhan University of Technology, Wuhan 430070, China)

  • Ziyuan Tian

    (School of Management, Wuhan University of Technology, Wuhan 430070, China)

Abstract

The association between changes in public sentiment induced by COVID-19 and green consumption behavior has not been studied deeply. This study proposes that the awe induced by the COVID-19 pandemic can have both negative and positive aspects, aiming to psychologically reveal why the pandemic is affecting green consumer behavior and explore potential pathways for differentiation. Research data were derived from Wuhan, China, and analyzed using experimental method. This study finds that awe of COVID-19 positively affects green consumption behavior. Specifically, due to fear, anxiety, and powerlessness, individuals with negative awe of COVID-19 instinctively need to respond to risk and pay more attention to their own safety and interests, so as to promote green consumption. However, positive awe of COVID-19 involves higher levels of cognition, such as admiration, inspiration, and optimism. It inspires a commitment to prioritize nature and social groups, and promotes green consumption behavior. As conclusions, different types of awe can be induced from public health emergencies like COVID-19 and have their own specific paths to effect green consumption behavior. These findings could help governments and marketers build future policies and strategies to reasonably guide public sentiment in order to better promote green consumption in this epidemic.

Suggested Citation

  • Xixiang Sun & Weihuan Su & Xiaodong Guo & Ziyuan Tian, 2021. "The Impact of Awe Induced by COVID-19 Pandemic on Green Consumption Behavior in China," IJERPH, MDPI, vol. 18(2), pages 1-14, January.
    • Handle: RePEc:gam:jijerp:v:18:y:2021:i:2:p:543-:d:478229
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    2. Ze, Fu & Wong, Wing-Keung & Alhasan, Tariq kamal & Al Shraah, Ata & Ali, Anis & Muda, Iskandar, 2023. "Economic development, natural resource utilization, GHG emissions and sustainable development: A case study of China," Resources Policy, Elsevier, vol. 83(C).
    3. Meiling Yin & Hanna Choi & Eun-Ju Lee, 2022. "Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    4. Kuo-Jung Lee & Su-Lien Lu, 2021. "The Impact of COVID-19 on the Stock Price of Socially Responsible Enterprises: An Empirical Study in Taiwan Stock Market," IJERPH, MDPI, vol. 18(4), pages 1-16, February.
    5. Arun Kumar & Mrinalini Pandey, 2023. "Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and EWOM toward Green Consumption Behavior: An Empirical Investigation," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    6. Zhikun Ding & Tao Huang & Qifan Yang & Lian Duan, 2024. "The Effect of Awe on Willingness to Pay for Construction Waste Recycled Products: A Functional Near-Infrared Spectroscopy Study," Sustainability, MDPI, vol. 16(24), pages 1-17, December.
    7. Shuyang Wang & Yun Liu & Yingying Du & Xingyuan Wang, 2021. "Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking," IJERPH, MDPI, vol. 18(21), pages 1-19, October.
    8. Yongbo Sun & Jiayuan Xing, 2022. "The Impact of Gamification Motivation on Green Consumption Behavior—An Empirical Study Based on Ant Forest," Sustainability, MDPI, vol. 15(1), pages 1-17, December.
    9. Ya-Nan Fu & Ruodan Feng & Qun Liu & Yumei He & Ofir Turel & Shuyue Zhang & Qinghua He, 2022. "Awe and Prosocial Behavior: The Mediating Role of Presence of Meaning in Life and the Moderating Role of Perceived Social Support," IJERPH, MDPI, vol. 19(11), pages 1-13, May.
    10. Chiara Iacovacci & Myriam Caratù & Giuseppe Addamo & Vincenzo Grasso, 2023. "Analyzing the Impact of COVID-19 on Business Performance through the Case-Study of a Green Italian Start-Up," Sustainability, MDPI, vol. 15(17), pages 1-25, August.
    11. Liu, Zhihong & ul Islam, Misbah & Alarifi, Ghadah Abdulrahman & Cong, Phan The & Khudoykulov, Khurshid & Quynh, Le Nhu & Hossain, Md. Shamim, 2023. "Does energy efficiency mediate a green economic recovery? Evidence from China," Economic Analysis and Policy, Elsevier, vol. 78(C), pages 802-815.
    12. Ying Ma & Xiaodong Guo & Weihuan Su & Yongxiang Feng & Fang Han, 2022. "Dual-Path Effect of Mortality Salience Induced by COVID-19 on Food Safety Behavior in China," IJERPH, MDPI, vol. 19(10), pages 1-15, May.

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