The coronavirus pandemic, however, brought a great deal of uncertainty with it with respect to changed consumer expectations and priorities, the willingness to pay for sustainable products and suitable communication. In light of this, this study focuses on the following topics:
- Sustainability under pandemic conditions and in the future
- Willingness to pay for “green” products
- Labeling of sustainable consumer goods
The 300 study participants were surveyed in April 2020 during the coronavirus lockdown. They came from all income and educational levels and represent the German-speaking world in terms of age and gender. The study initially covers the impact of Covid-19 on consumer behavior and in particular looks at the development of sustainable consumption. Then the question of whether a sustainable lifestyle depends on income is covered. Finally economic outcomes are focused on. The data analysis shows in detail, from the consumer’s perspective, to what extent the optimal retail price for organic and fairly produced products and the price for conventional products differ. The study is completed by findings on the signaling effect of labels. The results clearly show that consumers reward sustainable commitment, even in difficult times, and there is a positive trend to sustainable consumption, contrary to all critical forecasts.