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Leveraging COVID-19 Outbreak for Shaping a More Sustainable Consumer Behavior

Author

Listed:
  • Andreea Orîndaru

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Maria-Floriana Popescu

    (International Business and Economics Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Ștefan-Claudiu Căescu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Florina Botezatu

    (Marketing Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Margareta Stela Florescu

    (Administration and Public Management Department, The Bucharest University of Economic Studies, 010404 Bucharest, Romania)

  • Carmen-Cristina Runceanu-Albu

    (Food and Tourism Engineering and Management Department, Transylvania University of Brașov, 500036 Brașov, Romania)

Abstract

Consumption has lately been under the microscope facing pressure from all stakeholders as principles of sustainability have gained more popularity. In this context, a new sustainable consumer model was born, referring to major shifts in buying and consumption habits. Nevertheless, these shifts were lagging as consumers resisted change in the comfort of old habits. This comfort was shaken up by the COVID-19 outbreak that forced us to rethink every aspect of our lives. Therefore, this crisis context seems the perfect opportunity to shift towards the sustainable consumer model. People’s openness towards embracing new consumption habits was evaluated in a quantitative study where data was collected in two different moments: May 2020 and December 2020. Major results of our research show that people’s lives were dominated in 2020 by uncertainty, especially when referring to their financial situation. Further on, consumers have already started to bring major shifts in their consumption habits because of this uncertainty. Among the most important shifts, there were more prudent purchase decisions, rising interest for discounted prices, increased likelihood of buying local and enhanced preference in buy fresh products instead of processed or semi-processed ones.

Suggested Citation

  • Andreea Orîndaru & Maria-Floriana Popescu & Ștefan-Claudiu Căescu & Florina Botezatu & Margareta Stela Florescu & Carmen-Cristina Runceanu-Albu, 2021. "Leveraging COVID-19 Outbreak for Shaping a More Sustainable Consumer Behavior," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:11:p:5762-:d:558950
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    5. Eleonora Annunziata & Tommaso Pucci & Jacopo Cammeo & Lorenzo Zanni & Marco Frey, 2023. "The mediating role of exogenous shocks in green purchase intention: evidence from italian fashion industry in the Covid-19 era," Italian Journal of Marketing, Springer, vol. 2023(1), pages 59-79, March.

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