Pandemic Threat Boosts Our Love for Eco-friendly Products through the Mediator of Awe

Based on the concept of threat-based awe, this paper explored the impact of pandemic threat on consumer preference for environmentally friendly (or eco-friendly) products and its internal mechanism through two experiments. The results show that pandemic threat increases consumer preference for eco-friendly products, and awe plays a mediating role—that is, the pandemic threat enhances consumers' sense of awe, and driven by that awe, consumers' preference for eco-friendly products is enhanced.