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

"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