Fair consumption in unfair times - Do we only buy sustainably when we ourselves are doing well?
- Lehrstuhl für Marketing
The corona pandemic raises many questions - also about our consumer behavior. What really matters to us when the going gets tough? In the research work described here, we are looking at the question of how consumer decisions regarding sustainability can change in times of crisis. Do we act more selfishly when our own situation is characterized by uncertainty, anxiety and stress? This question will be investigated experimentally in the context of a master thesis.
Keywords: Sustainability; Crisis; Stress; Consumer behavior