Sustainability and Social Responsibility

Does the Pandemic Boost Sustainability? The Influence of COVID-19 on Consumers and Their Loyalty Intentions toward Sustainable Brands

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Abstract

The 2019 coronavirus disease (COVID-19) has tremendously changed not only market environments, but also consumers’ mindsets. One such change is the even more considerable increase in consumer interest in sustainability. These changes have been explained by some as stemming from the fact that the pandemic has triggered consumers’ conscientious behaviors toward what is truly important in life, such as well-being and the environment. Others argued that the global outbreak has encouraged extreme practicality among consumers, who thus prefer sustainable products that offer extra value. However, limited research has empirically examined what value changes and expectations drive consumers’ increased interest in sustainability. Filling this gap, the present study examined whether COVID-19 has influenced consumers’ value systems that are grounded in two contrasting perspectives (the new ecological paradigm [NEP] and materialism), corporate social responsibility (CSR) expectations toward brands, and eventually, consumers’ loyalty intentions toward sustainable brands.

Keywords: Sustainability, COVID-19, Pandemic, Consumer, Loyalty, CSR, New Ecological Paradigm

How to Cite:

Woo, H., Shin, D. C., Jung, S. & Jin, B. E., (2022) “Does the Pandemic Boost Sustainability? The Influence of COVID-19 on Consumers and Their Loyalty Intentions toward Sustainable Brands”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.15750