Threat-Induced Sustainability: How Covid-19 has Affected Sustainable Behavioral Intention and Sustainable Hotel Brand Choice

The purpose of this research was to explore the influence of the COVID-19 pandemic on consumers' sustainable consumption behavior. It investigated whether the perceived threat of COVID-19 increased their intention to choose a sustainable hotel brand option. It examined whether environmental concern and the perceived value of patronizing a sustainable business mediated the relationship between the perceived threat of COVID-19 and sustainable behavioral intention. Five experimental studies indicated that the pandemic contributed to elevating sustainable behavioral intention. Environmental concern and the perceived value of patronizing a sustainable business played a mediating role in the relationship between the perceived threat of COVID-19 and sustainable behavioral intention. Another important outcome was that customers showed a preference for choosing a sustainable hotel brand over a non-sustainable brand, even when the price was higher.