Factors behind the Consumer Acceptance of Sustainable Business Models in Pandemic Times

Csutora, Mária ORCID:, Harangozó, Gábor ORCID: and Szigeti, Cecília ORCID: (2022) Factors behind the Consumer Acceptance of Sustainable Business Models in Pandemic Times. Sustainability, 14 (15). DOI

PDF - Requires a PDF viewer such as GSview, Xpdf or Adobe Acrobat Reader

Official URL:


A huge set of sustainable business models have emerged during recent decades to promote decarbonization, but the drivers of their consumer adoption remain somewhat unclear. This paper examines these drivers based on a sample of 622 university students during the second wave of COVID-19 at the end of 2020. Our research links business models to the theory of planned behavior and discusses their adoption from a consumer perspective. Using exploratory factor analysis, we identified five major and nine minor components of SBM adoption. Findings suggest that functional benefits, general attitudes, and habits may play a more important role in these factors than sustainability values during the second wave of pandemic. Still, sustainability values have neither lost nor gained momentum during hard times. Thrift, localization, and digitalization have become more dominant. We find that some SBM models are very strongly embedded in consumer culture, so the spread of SBM models does not necessarily lead to a reduction in environmental impacts.

Item Type:Article
Uncontrolled Keywords:sustainable business models, consumer acceptance, theory of planned behavior, COVID-19
Divisions:Institute of Sustainable Development
Subjects:Economic development
ID Code:7624
Deposited By: MTMT SWORD
Deposited On:19 Sep 2022 09:33
Last Modified:21 Sep 2022 12:53

Repository Staff Only: item control page


Downloads per month over past year

View more statistics