Did Anything Good Come Out of the Pandemic? COVID-19-Stress Induced Self-Regulatory Sustainable Apparel Consumption among the Millennials in the U.S.

Based on the theoretical frameworks of cognitive dissonance theory, regulatory focus and compensatory consumer behavior model, we proposed tested a conceptual model delineating relationships between COVID-19-stress, commitment to environment, intentions for sustainable apparel consumption in terms purchasing divesting (e.g., handing down or donating apparel). Conducting an online survey (n = 312) with national millennial population U.S., found that COVID-19-stress positively influenced (i) environment (ii) purchase apparel; (iii) (iv) apparel. Although did not influence directly, mediated both We suggest triggered self-regulatory due heightened protect amid pandemic. findings our study, recommend brands marketers promote how can make human beings less susceptible future outbreaks pandemics.