The Influence of COVID-19 Fear on Generation Z’s Environmental Lifestyle Behavior: A Mediation Analysis
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The purpose of this study was to examine the direct impact of COVID-19 fear on Generation Z’s environmental lifestyle behavior. In addition, the indirect effects of perceived uncertainty about COVID-19 and environmental value on the relationship between COVID-19 fear and environmental lifestyle behavior were investigated. Purposive sampling was employed to recruit 420 Generation Z respondents in Thailand between April and May 2024. The SPSS PROCESS macro (Model 6) was applied to examine both the direct and mediated effects among the study variables.
The results reveal that COVID-19 fear has a slightly positive direct effect on Generation Z consumers’ environmental lifestyle behavior. Furthermore, small but positive indirect effects of COVID-19 fear on environmental lifestyle behavior were identified, both through environmental value alone and through the serial mediation of perceived uncertainty about COVID-19 and environmental value. These findings contribute to a deeper understanding of how a global pandemic such as COVID-19 has subtly shaped Generation Z’s environmental lifestyle behavior and offer practical implications for policymakers, NGOs, educators, and marketers seeking to promote sustainable lifestyle behaviors among Generation Z consumers.
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บทความที่ตีพิมพ์ในวารสารบริหารศาสตร์ มหาวิทยาลัยอุบลราชธานี เป็นลิขสิทธิ์ของวารสาร โดยเนื้อหาและความคิดเห็นในบทความเป็นความรับผิดชอบของผู้เขียนแต่ละท่าน ไม่เกี่ยวข้องกับคณะบริหารศาสตร์ มหาวิทยาลัยอุบลราชธานีแต่อย่างใด และหากมีข้อผิดพลาดประการใด ผู้เขียนจะเป็นผู้รับผิดชอบต่อบทความของตนเองแต่เพียงผู้เดียว
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