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The effect of Covid-19 on sustainable consumption behavior in chain stores

Author Affiliations

  • 1Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
  • 2Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran
  • 3Department of Management, Faculty of Management and Economics, Tarbiat Modares University, Tehran, Iran

Res. J. Management Sci., Volume 11, Issue (1), Pages 1-11, January,6 (2022)


The crisis situation created by Covid-19 has changed the consumer behavior. One of the most important behavioral changes in consumer behavior that has been in recent crisis is the trend towards sustainable consumer behavior and companies can consider it as an opportunity to attract customers. Therefore, this study investigates the effect of Covid-19 virus on sustainable consumption behavior of customers in chain stores and by surveying customers’ data in Iran. This research is a descriptive-survey type and a questionnaire tool has been used to collect data and measure variables in order to examine the research model. Statistical sample was selected by random sampling method from customers of chain stores in Tehran and the data were analyzed using Smart PLS software. Findings showed that the Covid-19 virus has a positive, direct and significant effect on individual, social and situational factors of customers and these factors also have a significant effect on attitudes, intentions and ultimately sustainable consumption behavior of customers. The results suggest that chain stores and their suppliers should increase attention, supply and sales of sustainable consumer products.


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