Urban and non-urban sustainable consumer behavior towards household care products during COVID-19

Purpose – The study aims to segment urban and non-urban consumers based on their sustainable consumer behavior towards sustainable household care products amid the COVID-19 pandemic. The study analyzes the differences between such segments in terms of determining the relationship between the modified Theory of Consumption Values to their sustainable behavior. Design/methodology/approach – The study sample consisted of 248 Filipino respondents. An explanatory sequential design was utilized to discuss the quantitative and qualitative data. Linear regression runs were conducted to identify the significant variables that influence sustainable consumer behavior of both demographic profiles, while interviews were facilitated to support the quantitative findings. Findings – The findings show that only the value attitude towards sustainable efforts was positively significant for urban consumers’ sustainable behavior. Whereas risk perception, perceived consumer effectiveness, attitude towards sustainable efforts, and social norms were positively significant in the sustainable behavior of non-urban consumers. Research limitations/implications – Future researchers could rigorously profile participants, explore additional factors, and re-examine consumers\u27 sustainable behavior in different circumstances as the sample size, cultural and social backgrounds of the respondents, and the pandemic were found to be the limitations of the study. Practical and social implications – Local businesses interested in marketing sustainable household care products may enhance their understanding of urban and non-urban consumers as their target market and implement different marketing strategies accordingly. Originality/value – The study offers valuable empirical data in understanding the sustainable behavior of urban and non-urban consumers towards household care products during a pandemic, providing a strong foundation in the decision-making of relevant stakeholders and to the limited literature in this field