Staying Green vs. Staying Safe: Consumer Attitude Towards Sustainable Consumption During the COVID-19 Pandemic [Funder: Carleton University COVID-19 Rapid Research Response Grants]

The acceptance of recycled or second-hand products is important for ecological sustainability. Recent findings show that Canadians have become increasingly concerned about the environment. Nevertheless, research also suggests that humans' instinctual fear of contagion can make recycled or used products unappealing. This fear may be especially compelling for consumers grappling with a pandemic. We propose a study to examine Canadians' attitude towards sustainable products during the COVID-19 pandemic. Past research has identified factors that can alleviate and aggravate a consumer's fear of contamination. We examine the extent to which such factors continue to have an impact during a pandemic. We also examine the generalizability of this impact across four types of sustainable products. Our findings could help retailers adapt their current marketing strategies. Our study also offers guidance to policymakers and green marketers on how to promote conservationism and sustainability, while addressing a heightened sensitivity of contagion in Canadian society.