Consumption values and self-identity are the essential antecedents of consumer sustainable behavior. By integrating the theory of consumption values and self-identity approach, this research explores the relationship among consumption values (functional, social, conditional, epistemic and emotional), environmental self-identity and the behavioral intention to consume organic food. The data was collected from 406 organic food consumers through a structured questionnaire in Lahore (Pakistan). Using the PLS-SEM approach, we find that conditional value, emotional value, epistemic value, and functional value quality have a significant positive influence on consumers’ behavioral intention to consume organic food. We further find that environmental self-identity significantly mediates the structural relationship between consumption values and the behavioral intention to consume organic food. Our results imply that the interventions targeting environmental self-identity are a promising way to promote sustainable consumption behavior. Our findings also have important implications for the development of the organic food market based on consumption values and self-identities.

Public health emergencies can trigger individual death anxiety. Most previous studies focus on the negative effects of death anxiety via the Western materialistic view, neglecting both the positive aspects of death anxiety within the Chinese cultural background and the positive effects of death anxiety upon environmental consumption. By implementing the unique Chinese cultural background for the concepts of justice and interests, this study explores the positive influence of individual death anxiety on altruistic environmental consumption during the COVID-19 crisis by analyzing personal life reviews and other sources. The results show that (1) under the guidance of the correct concept of justice and benefit, individuals with high death anxiety during the epidemic period not only enhance their self-esteem through positive self-perception and social evaluation, but they are more inclined to benefit from other environmental consumption behaviors and attain a symbolic self-survival; and (2) during the epidemic period, mental resilience, as a transformation mechanism of external defense and the internal growth of death psychology, can directly affect altruistic environmental consumption by consumers without relying on external standards. In the context of the Chinese culture’s concept of justice and interests, this study enriches the knowledge of fear management theory and the positive impact of death anxiety on environmental consumption. The introduction of mental resilience as a boundary condition has important theoretical and practical significance within the study of consumer behavior in public health emergencies and post-epidemic economic recovery.

In 2020, the sudden outbreak of coronavirus disease 2019 (COVID-19) has had a great impact on the health and life of people all over the world, and the sports industry is facing unprecedented challenges due to its participation and strong clustering. Based on the questionnaire survey, literature analysis, and other research methods, this study introduces the stimulus-organism-response (SOR) theory, takes the sports and consumption of Kunshan citizens as the research subject, and draws lessons from the structural equation model (SEM) to build a theoretical model of sports consumption characteristics and future consumption willingness. The results of empirical analysis show that physical sports consumption has been greatly affected by the epidemic, but because people realize the importance of sports, the willingness of residents to consume sports increases, and the venue and other factors affect the ornamental and participating sports consumption willingness decreases. At the same time, the restrictive factors, such as lower educational background, increased age, and lack of time, make the sports consumption willingness of this characteristic group significantly lower than that of other citizens. This study puts forward some suggestions for relevant government departments to improve the sports consumption willingness of citizens. In order to expand the development prospect of sports industry from a long-term perspective, it can provide reference for the development of sports consumption.