The association between changes in public sentiment induced by COVID-19 and green consumption behavior has not been studied deeply. This study proposes that the awe induced by the COVID-19 pandemic can have both negative and positive aspects, aiming to psychologically reveal why the pandemic is affecting green consumer behavior and explore potential pathways for differentiation. Research data were derived from Wuhan, China, and analyzed using experimental method. This study finds that awe of COVID-19 positively affects green consumption behavior. Specifically, due to fear, anxiety, and powerlessness, individuals with negative awe of COVID-19 instinctively need to respond to risk and pay more attention to their own safety and interests, so as to promote green consumption. However, positive awe of COVID-19 involves higher levels of cognition, such as admiration, inspiration, and optimism. It inspires a commitment to prioritize nature and social groups, and promotes green consumption behavior. As conclusions, different types of awe can be induced from public health emergencies like COVID-19 and have their own specific paths to effect green consumption behavior. These findings could help governments and marketers build future policies and strategies to reasonably guide public sentiment in order to better promote green consumption in this epidemic.
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