Investigating the Change in Customers’ Sustainable Consumption Behaviour after the Outbreak of COVID-19

The crisis situation created by COVID-19 has changed the consumer behaviour. One of the most important behavioural changes among consumers is the trend in sustainable consumer behaviour. Companies can consider it an opportunity to attract customers. Therefore, this study investigates the effect of COVID-19 virus on sustainable consumption behaviour of customers in chain stores, by surveying customers’ data in Iran. This research is a descriptive-survey type and a questionnaire tool has been used to collect data and measure variables in order to examine the research model. Statistical sample was selected by random sampling method from customers of chain stores in Tehran and the data were analysed using SmartPLS software. Findings showed that the COVID-19 virus has a positive, direct, and significant effect on individual, social, and situational factors of customers, and these factors also have a significant effect on attitudes, intentions, and ultimately, the sustainable consumption behaviour of customers. The results suggest that chain stores and their suppliers should increase attention, supply, and sales of sustainable consumer products.