The effect of COVID-19 risk perception on pro-environmental behavior of Chinese consumers: Perspectives from affective event theory

Shuai Zhou

Document Type

Article

Publication Date

1-1-2023

Abstract

IntroductionCOVID-19 has altered human cognition and changed the cultural values of society. However, there has not been much debate among scholars about whether these above changes have led to an increase in pro-environmental behavior (PEB) of Chinese consumers. MethodsA comprehensive model was developed based on affective event theory. An online questionnaire was distributed, and 501 usable questionnaires were collected. In addition, two complementary approaches were employed: partial least squares structural equation modeling (PLS-SEM) and necessary condition analysis (NCA). ResultsThe PLS-SEM results showed that COVID-19 risk perception, nostalgia, the awe of nature, and attitude were found to have a positive effect on PEB; and the moderating effect of power distance belief (PD) between nostalgia (NO), attitude (AT) and PEB was confirmed. According to the NCA results, AT and NO are necessary conditions for the PEB of consumers. DiscussionThis study provides deeper insight into the understanding of consumers' pro-environmental behavior in the context of COVID-19 through the combined use of PLS-SEM and NCA.

Keywords

Pro-environmental behavior, Necessary condition analysis, Power distance, Nostalgia, Awe of nature, COVID-19 risk perception

Divisions

aei

Funders

None

Publication Title

Frontiers in Psychology

Volume

13

Publisher

Frontiers Media S.A.

Publisher Location

AVENUE DU TRIBUNAL FEDERAL 34, LAUSANNE, CH-1015, SWITZERLAND

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