"e pandemic event had important repercussions also on the consumption, pushing individuals to limit their consumption practices in order to adapt to the situation of con$nement imposed by the pandemic, but also to rethink their consumption styles, choosing products and services more carefully and responsibly. "is research contribution aims to detect within a sample of Italian consumers the propensity to adopt and choose sustainable consumer goods and whether this e#ect is due to an increased sense of awareness and responsibility. "e participants recruited were 669 Italians consumers (Female= 514, 76.8%; Male=155, 23.2%) that chose sustainability brands, aged between 18 and 65 years (Mage = 35.45; Standard Deviation, SD = 9.51). A multilevel mediation was carried out to test our hypotheses. "e results showed that there was a direct e#ect of Perceived Consumer E#ectiveness on Ethical Consumption Behaviour (β = .38) and on A!itude Toward Business (β = .23). "e spread of the COVID-19 pandemic a#ected consumer consumption styles and lead to a growth in online shopping and purchases of sustainable products. Several theoretical and practical considerations emerged from the results of the stud

THE INCREASING OF PERCEPTION OF CONSUMERS’ AWARENESS ABOUT SUSTAINABILITY BRANDS DURING PANDEMIC: A MULTI MEDIATION MODEL

Silvia Platania;Martina Morando;Giuseppe Santisi.
2022-01-01

Abstract

"e pandemic event had important repercussions also on the consumption, pushing individuals to limit their consumption practices in order to adapt to the situation of con$nement imposed by the pandemic, but also to rethink their consumption styles, choosing products and services more carefully and responsibly. "is research contribution aims to detect within a sample of Italian consumers the propensity to adopt and choose sustainable consumer goods and whether this e#ect is due to an increased sense of awareness and responsibility. "e participants recruited were 669 Italians consumers (Female= 514, 76.8%; Male=155, 23.2%) that chose sustainability brands, aged between 18 and 65 years (Mage = 35.45; Standard Deviation, SD = 9.51). A multilevel mediation was carried out to test our hypotheses. "e results showed that there was a direct e#ect of Perceived Consumer E#ectiveness on Ethical Consumption Behaviour (β = .38) and on A!itude Toward Business (β = .23). "e spread of the COVID-19 pandemic a#ected consumer consumption styles and lead to a growth in online shopping and purchases of sustainable products. Several theoretical and practical considerations emerged from the results of the stud
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/20.500.11769/544062
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