The Future of Sustainable Consumption after the Pandemic, Optimism or Pessimism?

Abstract

The COVID-19 pandemic caused not only a temporal disruption in consumption habits but may have also triggered permanent changes in sustainable consumption. It was observed that during lockdowns, forced changes in consumption generated both positive and negative impacts on green-house emissions (e.g., less air travel but more plastic packaging). Furthermore, the consumer had to adjust their consumption decisions according to external circumstances in an unprecedented way. How much sustainable consumption will change in the long run? This chapter approaches that question from two possible angles based on consumer behavior theory. 1) We argue that changes in sustainable consumption may occur in both positive and negative directions depending on the way the disruption acted upon the interaction of drivers of behavioral change (social influence, habit discontinuation, individuality, emotions/beliefs, and tangibility) with consumption categories. 2) We argue that the influence of the disruption on sustainable consumption may accelerate the transition toward a post-consumerist society. We examine the potential validity of our propositions by reviewing empirical studies that captured sustainable consumption during the pandemic. The still scarce data indicate that in spite of both positive and negative short-term effects on sustainable consumption, there are reasons for optimism in accordance with our theories.

The Role of Value in Extending the Lifetime of Products: An Analysis of Perceived Value and Green Consumption Values on Pro-Circular Behaviors of Repair and Reuse

“…So, even though social approval is important for consumers, this approval may change to another kind of behavior (e.g., green purchase and donating behaviors [98]). In fact, social norms are one of the main factors to act pro-environmentally [99,100]. However, it seems that the social benefits of purchase are not related yet to pro-circular behaviors.…”

The effect of consumer lockdown on the relationship between environmental beliefs and pro-environmental behaviors

“…Another aspect that contributes to shaping behavioral patterns is emotional. The negative emotions experienced during confinement may trigger emotional self-regulatory effects aimed at reducing such emotions through immediate gratification (Trujillo 2022). Therefore, a reorder in consumption priorities during and after the crisis could emerge, considering short-term satisfaction rather than sustainability criteria.…”

“…Following PMT, such appraisal activates beliefs regarding self-efficacy and collective response efficacy to face threats (Tchetchik et al 2021). In addition, consumption range was radically restricted during lockdowns, which may engender a sense of disempowerment and lack of control, which may impede pro-environmental behaviors (Trujillo 2022). The decrease in some items related to anthropocentric beliefs may be a cue for such loss of empowerment (e.g., a reduction of 20% in the belief that humans were destined to rule over nature).…”

“…As the crisis receded, the world wonders what truly changed in people's behavior and which behaviors will rebound now the pandemic is finally over. In particular, we are uncertain about the extent to which the disruption in consumption may have brought both threats and opportunities to promote sustainable consumption and pro-environmental behaviors (Trujillo 2022). During the lockdown, a wide range of consumption habits were altered.…”