Abstract

The spread of the COVID-19 virus shows that it is time to re-emphasize the ethical attitude of “awe of others, awe of nature, and awe of life.” It once again reveals the importance of green development. In this study, we introduce awe into the context of COVID-19 and construct an “emotion-motivation-behavior” framework, aiming to explore the relationship between the epidemic and green purchasing behavior from a psychological perspective. Study 1 demonstrates the effect of awe on green purchasing and examines the mediating role of the motivation perspective, to reveal the potential different path. Specifically, prosocial motivation mediates the effect of positive awe evoked by COVID-19 on green purchasing; risk avoidance motivation mediates the effect of negative awe evoked by COVID-19 on green purchasing. Study 2 examined the moderating effect of self-construal. These findings have important management implications for enterprises to correctly use emotional guidance strategies and promote green marketing practices during the COVID-19.