Gautam Agrawal, Savita Kaur Sodhi, Ritu Chhikara and Ruchi Garg
The COVID-19 induced crisis has been identified as the most disruptive event in recent times. Its manifold consequences have affected various disciplines, like marketing, organizational behaviour, management practices and including but not limited to consumer behaviour. There are studies on the magnifying effect, poor hygiene, lifestyle diseases like diabetes, obesity, air-pollution have on corona virus. Yet, the literature is lacking on understanding whether the consumer cognition of Covid-19 will lead them to adopt a pro-environment behaviour. In the present study the authors seek to research this understudied area. Based on Affective Events Theory (AET). Accordingly, post literature review, an online survey was conducted with the respondents being eligible only if they had engaged in sharing practices during the covid period. A total of 347 responses were deemed fit for analysis. Structural Equation Modelling is used to demonstrate the fitness of the proposed model. The analysis reveal that covid-19 cognition can be a factor to indulge in environment friendly sharing practices. This research, thus, bridges the gap between cognition of covid-19 related pandemic and the intention of the consumers to indulge in pro-environment behaviour.