Environmental Awareness, Sustainable Consumption & Social Responsibility in the Context of Covid-19 by GRD Journals

GRD Journals- Global Research and Development Journal for Engineering | Volume 6 | Issue 5 | April 2021 ISSN- 2455-5703

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic Eliana Andréa Severo Department of Administrative Science Federal University of Pernambuco (UFPE), Brazil

Julio Cesar Ferro de Guimarães Department of Administrative Science Federal University of Pernambuco, (UFPE), Brazil

Abstract The Coronavirus Pandemic 2019 (COVID-19) has impacted global society, in economic, environmental, social aspects, and people's quality of life. This study aims to analyze the impact of the COVID-19 Pandemic on the environmental awareness, sustainable consumption, and social responsibility of Brazilian generations. To this end, five research hypotheses were formulated, analyzed under the perception of 3047 people of different generations (Baby boomers, X and Y) in all Brazilian Regions. The method used was quantitative and descriptive research, through a survey, exploratory factor analysis, and the Structural Equation Modeling. The results of the research, through hypothesis tests, prove that the generations are sensitized about environmental awareness, sustainable consumption, and social responsibility, which receive important influence from the situation caused by the Pandemic COVID-19, confirming all the research hypotheses. Keywords- COVID-19 Pandemic, Environmental Awareness, Sustainable Consumption, Social Responsibility, Generations

I. INTRODUCTION The Coronavirus Pandemic 2019 (COVID-19) has been impacting global society, in economic, environmental, social aspects, and people's quality of life. Pandemic revolutionized global health care unprecedentedly and with unimaginable repercussions (Ambrosio et al., 2020). The outbreak of COVID-19 originating in China in early 2020 provides data to explore this new infection's ecological determinants, which may be relevant as the Pandemic develops (Byass, 2020). The disease outbreak was classified as Severe Acute Respiratory Syndrome (SASR-CoV-2), a severe infection that has become a major public health concern worldwide (Addi et al., 2020; Mbae, 2020; Van Barneveld et al. 2020). COVID-19 Pandemic is an unprecedented humanitarian crisis, from which there can be no return to normality, as the disastrous impacts on world health have been exacerbated and have aggravated the unsustainability of economic globalization, based on the neoliberal dismantling of state capabilities in favor of the markets (Van Barneveld et al. (2020). In Brazil, COVID-19 Pandemic emerged in February 2020, with the first record of infected in São Paulo, from this moment on, cases began to be recorded in all Regions of Brazil, with higher rates in the Southeast, Northeast, and North Regions. In this context, several measures and protocols were adopted by the Ministry of Health, as well as by state and municipal governments. Among the main measures and protocols at the Federal level, social distancing, personal protection measures, such as hand washing, cough etiquette and facial covers, the use of masks, among others, in addition to the release of financial resources, was oriented for the treatment of Pandemic. However, each Brazilian state was responsible for preventive and treatment actions, given its epidemiological situation. In this scenario, the State and Municipal Health Departments created new Field Hospitals, bought new health equipment, temporary hiring of health professionals took place, as well as the attempt to unlock the idle beds in hospitals (infirmary and Intensive Care Unit - ICU). Concerning these preventive actions, in several cities, orientation towards social distancing, the closure of trade and nonessential services, the detection of cases, isolation and tracking of contacts, quarantine, "Lockdown", decontamination of environments; Within the scope of Educational Institutions, school holidays were anticipated, in some schools online education started; In organizations, some companies, when possible, opted for the Home office and conference call meetings, others granted collective vacation periods for all employees, in addition to reduced production, employee rotation, in addition to layoffs. Despite all Federal, State and Municipal actions, the data on Pandemic in Brazil are alarming, putting Brazil in evidence worldwide, in 06/10/2020, there were 739503 people infected, 38406 deaths, with a lethality rate of 5.2%. Accordingly, there is still under-reporting of contaminated cases and deaths, as many patients have not been subjected to the COVID-19 detection tests, and several cases of people who died at their own residence emerge. In addition to these critical problems, hospitals are overcrowded in most states, as are ICU beds, mechanical ventilators and respirators. In the face of social isolation and distance, there was also a change in people's behavior. According to Zhai and Du (2020) and Jeyabaladevan (2020), there was an aggravation of mental illnesses, a higher incidence of anxiety and panic attacks (Blake et All rights reserved by www.grdjournals.com

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

al., 2020). Other factors have emerged, such as insomnia, increased consumption of psychotropic and anxiolytic drugs, and alcoholic beverages, as there are social pressure and concern about contamination, in addition to the loss of family members who are at-risk groups. However, there were also changes in people's behavior and consumption (Yang, 2020; Cohen, 2020; Marty et al., 2021) in the face of the Covid-19 Pandemic, as people stayed longer in their homes, with an increase in online shopping, consequently, the waste generated by families has also increased (Zambrano-Monserrate et al., 2020). In this context, as it is a new disease, studies on COVID-19 Pandemic on environmental sustainability are emerging, and the consequences have not yet been clarified, but according to Sarikis et al. (2020), Haghshenas et al. (2020) and Cohen (2020), big and widespread social changes are likely to occur in the coming months and years. The outbreak of COVID-19 as an infectious disease has important undesirable social, environmental and economic impacts, causing serious challenges and threats to the entire population (Haghshenas et al., 2020). Accordingly, social isolation led to a greater generation of waste (Zambrano-Monserrate et al., 2020), and according to Cohen (2020), it marks the beginning of a new transition in Sustainable Consumption. According to Gupta et al. (2020), identifying the research needs and gaps related to COVID-19 is important, to understand the human and environmental interface, which needs to be studied to define risk situations. Accordingly, in search of the frontier of knowledge, that is, of a theoretical gap, a search was carried out in the Scopus Database, as it is one of the largest bases of scientific articles in the world. For this, a systematic search was used, on 06/07/2020, with the due refinement criteria: i) documents; ii) search; iii) for the term Environmental sustainability and COVID-19; and, iv) article title filter. It is worth mentioning that in this type of systematic research, no published document was found. However, when the filter was used with the criterion for article title, abstract and keywords (article title, abstract, keywords), only 15 published documents were found, with evidence for the research of three Italian authors, Haghshenas, Pirouz and Piro, which are mentioned in the course of the study. Coherently, a theoretical research gap was found, which was listed for this study's scope, translated by the following research question: What is the impact of COVID-19 Pandemic on Environmental Awareness, Sustainable Consumption, and Social Responsibility of different Brazilian generations? Given the above, the study aims to analyze the impact of COVID-19 Pandemic on Environmental Awareness, Sustainable Consumption, and Social Responsibility of Brazilian generations. To this end, five research hypotheses were formulated (which will be presented in the theoretical framework) analyzed under the perception of 3047 people of different generations (Baby boomers, X and Y) and Brazilian Regions (South, Southeast, Midwest, Northeast, North). Because of the above, it was decided to analyze the generations (Baby boomers, X and Y), as these are the generations that are most active in the labor market and the generations that make managerial, political, and governmental decisions. These generations were classified according to personal, behavioral characteristics and the year of birth, as there is a difference in the Baby boomers, X and Y generations perception, on behavioral aspects related to socio-environmental dimensions and sustainable consumption (Severo et al., 2018).

II. THEORETICAL BACKGROUND The theoretical background is presented in the highlights between the constructs, which make up the hypotheses, which support the research Theoretical Framework (Figure 1). A. COVID-19 Pandemic and Environmental Awareness According to Pirouz et al. (2020a), sustainable development has been a controversial global topic and, as a complex concept in recent years, plays a key role in creating a favorable future, as well as in the Environmental Awareness of society. According to Capolongo et al. (2020), COVID-19 Pandemic threatens sustainability in several ways, but it also means reducing environmental pollutants, reducing human activities and causing social and public health inequalities. According to Byass (2020), although it did not demonstrate cause and effect, there were considerable associations between the climate and the incidence of COVID-19 during the epidemic in China, and that does not mean that the Pandemic will disappear with the summer climate, but it demonstrates the importance to use climatic conditions to understand and predict the expansion of COVID-19. According to Pirouz et al. (2020a), climatic and urban factors are confirmed in cases of COVID-19. For Pirouz et al. (2020b) the relative humidity of the air and the maximum daily temperature had a greater impact in the cases of COVID-19. In this scenario, Sarkis et al. (2020) highlight that the Pandemic also has positive environmental consequences, that is, significant reductions in air pollution, due to the large-scale slowdown in industrial activity, as well as the reduction in traffic in large cities (Fattorini & Regoli, 2020). Regarding air pollution, according to Zambrano-Monserrate et al. (2020), there is a significant association between Pandemic contingency measures and the improvement of air quality. Also, according to the authors, there are negative secondary aspects, the increase of residues, compromising the contamination of physical spaces, where the greatest waste and reduction of recycling are negative side effects of COVID-19. For Das et al. (2020), Environmental Awareness, as an emphasis on the sustainable path, is the use of raw materials that are secondary products of local industries, as in the case of producing face masks with efficiency equal to or better than conventional ones. However, Cooper and Alderman (2020), point out that the COVID-19 Pandemic reduced the human carbon footprint, as it prevented the emission of a considerable amount of gases that cause the greenhouse effect. In this scenario, Sarkis et al. (2020), Cohen (2019; 2020) and Das et al. (2020) present a new existing link, in which a window of opportunity opens up to accelerate Environmental Awareness, before COVID-19 Pandemic, towards broader sustainability transitions. Accordingly, H1 is presented. All rights reserved by www.grdjournals.com

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

H1: A COVID-19 Pandemic positively influences Environmental Awareness. B. COVID-19 Pandemic and Sustainable Consumption The customer's behaviors of Sustainable Consumption have attracted considerable attention recently, mainly at the individual levels in the context of the traditional economy, such as energy savings, recycling and consumption of green products (Wang et al., 2019). In this context, according to Hsu et al. (2020), a lot of unprecedented information, experienced by the outbreak of COVID-19, will serve as a model to deal with future Pandemics, but a new sustainable model is needed. Jribi et al. (2020) point out that the social blockade caused by Pandemia ended up influencing conscious consumption, improving the performance of food purchases, reducing food waste, where there was a strategy of saving, storage and consumption of leftovers. Marty et al. (2021) also highlight that there have been changes in food consumption habits, as the social block is related to the modification of the reasons for food choice, such as: issues of mood, health concerns, ethical and natural concerns, suggesting an awareness growing importance of food choices. According to Leone et al. (2020), the COVID-19 pandemic led to major changes in the distribution, sale, purchase, preparation and consumption of food in the United States (USA). However, according to Zambrano-Monserrate et al. (2020), quarantine periods increased the demand for online purchases, for home delivery, consequently, the waste generated by families also increased. In this context, due to the COVID-19 pandemic, the generation of waste is also aggravated (Silva et al., 2020) due to the excessive use and consumption of disposable plastics, coming from personal protective equipment, such as masks and gloves. Sustainable Consumption is the subject of several research and scientific studies. According to Ruby et al. (2020), the global community is facing an urgent dilemma, which is linked to improving living standards, as well as reducing the impact on the environment. According to Baier et al. (2020), the constant increase in sustainable consumer behavior leads companies to strengthen their efforts to become more ecologically sustainable. Some research highlights that a nucleus of sustainable consumers expresses a positive intention to buy value-added foods, to reduce the environmental impact of production (Dorion et al., 2012; De Guimarães et al. 2014; Coderoni and Perito (2020), who care about the origins and nutritional values of the products (Coderoni and Perito (2020). According to Pirouz et al. (2020b), with regard to the global period of COVID-19 Pandemic, sustainable development is considered a key concept and solution in the creation of a promising future for human societies, where Sustainable Consumption must pass through the global policy agendas (Cohen, 2020), since the maintenance of natural resources must be sustainable, so that future generations have their needs met (Severo et al., 2017; 2018). Therefore, H2 is listed. H2: COVID-19 Pandemic positively influences Sustainable Consumption. C. COVID-19 Pandemic and Social Responsibility For Chuah et al. (2020), previous studies on corporate Social Responsibility programs have resulted in ambiguous conclusions. Tamvada (2020) highlights the lack of consensus on what should constitute corporate Social Responsibility, which ends up inhibiting consistent Social Responsibility legislation worldwide. Zoysa and Takaoka (2019) research highlights that the Social Responsibility performance of companies in Japan is low and significantly lower in small and medium-sized companies about large corporations. In this context, in terms of corporate Social Responsibility, the government has an important role, as an agent that produces, monitors and encourages the implementation of socially responsible practices. Since public organizations also play the role of managers, employers, and consumers in their daily activities, their practices must meet pre-established standards to guarantee society's reputation (Fuckner & Rezende, 2019). In the study by Wang et al. (2019), the social factor positively influences people's sustainable behavior and quality of life. Within the scope of COVID-19 Pandemic, research related to Social Responsibility is emerging, as it is a time when people are oriented to unite and support each other in society, and they must be learned to do it from a distance (Sarkis et al., 2020). Several measures, such as mobility restrictions, physical distance, hygienic measures, socioe-conomic restrictions, communication mechanisms and international support, were used to minimize the impact of COVID-19 (De Bruin et al., 2020). According to Bengtsson et al. (2018), consumption and production volumes are effectively associated with environmental impacts, indicating the need to reduce these volumes to safeguard Social Responsibility, which is hardly possible without restructuring the existing socioe-conomic arrangements. However, low- and middle-income countries remain vulnerable to Pandemics, as well as experiencing dramatic social and economic consequences (Chattu & Yaya, 2020). Accordingly, for the effectiveness of Social Responsibility actions, it will be necessary to adopt new governance models, and these social changes will require reflection, new behaviors, and deliberate action by governments (Sarkis et al., 2020). According to Orcutt et al. (2020), COVID-19 Pandemic is changing people's behavior and social awareness. Several social campaigns, such as the distribution of food, clothing, personal protective equipment (EPis) and medicines are emerging in society (Khan et al., 2020; Tekleab et al., 2020). What can be evidenced in the campaigns of Institutions, Non-Governmental Organizations (NGOs) that help countries and people who are socially vulnerable, migrants and refugees, drug users, the elderly, children and people deprived of their liberty, who are in the COVID-19 Pandemic risk groups (Médecins sans Frontières, 2020). In this scenario, hypothesis H3 is evident. H3: COVID-19 Pandemic positively influences Social Responsibility.

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

D. Moderating Effect As a moderating effect, it is admitted that there may be intervening variables in the dependency relationships between the constructs. In this context, the possibility of Generations Baby boomers, X and Y, as well as the Region in which the respondents reside, was evaluated, as they can interfere in the intensity of the relationships, which alters the influence of COVID-19 Pandemic on Environmental Awareness, Sustainable Consumption and Social Responsibility. The generations were classified according to personal, behavioral characteristics and year of birth, as according to the study by Severo et al. (2018), there is a difference in the perception of the Baby boomers, X and Y generations, about behavioral aspects related to socio-environmental dimensions and conscious consumption. The criterion used to classify the generations was the period of the year of birth: before 1965 (Baby boomers); from 1965 to 1981 (generation X); and, after 1981 (generation Y). Based on this premise, the hypotheses of the moderating effect of generations (H4a, H4b, H4c) were evaluated: H4a: Generations have a moderating effect on the relationship between COVID-19 Pandemic and Environmental Awareness. H4b: Generations have a moderating effect on the relationship between COVID-19 Pandemic and Sustainable Consumption. H4b: Generations have a moderating effect on the relationship between COVID-19 Pandemic and Social Responsibility. Regarding the respondent's Region, the hypotheses of the moderating effects (H5a, H5b, H5c) were also listed: H5a: The respondents' Region has a moderating effect on the relationship between COVID-19 Pandemic and Environmental Awareness. H5b: The respondents' Region has a moderating effect on the relationship between COVID-19 Pandemic and Sustainable Consumption. H5c: The respondents' Region has a moderating effect on the relationship between COVID-19 Pandemic and Social Responsibility. Figure 1 presents the Theoretical Framework for Research, with the five hypotheses that predict the influence relationships between the constructs and the Moderating Effect of Generations and Regions in Brazil.

Fig. 1: Theoretical Framework Source: Authors (2020).

III. METHOD The method used in this study was a quantitative and descriptive research (Hair Jr. et al., 2013), through a survey, with the perception of Generations Baby boomers, X and Y, being 3047 people from different Regions of the Brazil (South, Southeast, Northeast, Midwest and North). Accordingly, the sample is classified as non-probabilistic, for convenience, consisting of 3047 respondents, who meet the sample size requirements (Hair Jr. et al., 2013), in that 145 respondents were obtained per observable variable (question), as well as, the sample exceeds the premises of more than 200 to 400 valid cases (Kline, 2011; Hair Jr. et al., 2013). The questionnaire has 32 questions, 8 related to the respondents' profile, 3 about behaviors due to the COVID-19 Pandemic. Table 2 presents the 21 statements divided into 4 Constructs, which were elaborated by the researchers: i) COVID-19 Pandemic (COV); ii) Environmental Awareness (EA); iii) Sustainable Consumption (SC); and, Social Responsibility (SR). The questionnaire consists of statements, in which the respondent chooses an alternative answer on a 5-point Likert scale (1- totally disagree to 5 totally agree). It is noteworthy that the Constructs and the Observable Variables were tested and validated in the study by Severo et al. (2021). The questionnaire did not include the question of whether the individual had already been infected by Covid-19. The questionnaire was previously validated by 3 doctors who are experts in the thematic areas of study (Sustainability and Medicine). First, there was a pre-test with 27 respondents to understand the questions. Data were collected from 11/05/2020

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

to 06/07/2020. The questionnaires were applied online, using Google Forms, through social networks (Facebook, LinkedIn, Instagram and WhatsApp) and researchers' e-mail. The research used the Snowball method, in which the researchers sent the questionnaire to their contacts, and they subsequently passed on the research to other individuals. According to Lee and Spratling (2019), there is an effectiveness of the Snowball sampling technique using social media, which becomes relevant for this moment of Pandemic. In this scenario, initially a total of 3070 responses were collected, 23 cases were eliminated, considered univariate outliers, resulting in 3047 valid cases. Missing was not identified, as the collection form prevented non-response, as a prerequisite to finalizing the registration of responses. It is considered important to note that, as it is a non-probabilistic sample and collection by convenience (Snowball method), there is a disproportionate distribution to the population of people in Brazil, so the final sample does not show similarity with the Brazilian distribution of people regarding Generations (Baby boomers, X and Y) and Regions (South, Southeast, Northeast, Midwest and North), however the sample divisions to assess mediation (Generations and Regions) meet the quantity requirements necessary for the measurement and analysis of results, based on the precepts of (Hair Jr. et al., 2013). For data analysis, Structural Equation Modeling (SEM) was used, a multivariate technique used to test the validity of theoretical models that define causal and hypothetical relationships between variables (Hair Jr. et al., 2013). For data analysis, the software Statistical Package for Social Sciences (SPSS®), Version 21 for Windows® was used, as well as the software AMOS®, Version 21, coupled with SPSS®. In this context, as shown in Figure 2, the following criteria and statistical tests were used for the use of SEM (Kline, 2011; Hair Jr. et al., 2013).

Fig. 2: Criteria and statistical tests used in the research Source: Authors (2020).

IV. RESULTS AND DISCUSSIONS The results of the final sample of 3047 people highlight that 57.0% (1737) of respondents are from Generation Y, 33.9% (1033) from Generation X and 9.1% (277) from Generation Baby boomers. Regarding the Region, 1383 respondents (45.40%) residing in the South, 763 respondents (25%) residing in the Northeast, 343 in the Midwest (11.3%), 286 respondents (9.4%) in the Southeast and 272 respondents (8.9% ) in the North, noting that the sample of states exceeds the minimum (between 200 to 400 valid cases) suggested by Hair Jr. et al. (2013) for the use of SEM and other multivariate data analysis.

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

With regard to the gender of the respondents, 64.6% declared themselves female, 35.1% Male, and 0.3% another gender. As for Work, 88.4% of respondents work in the areas of: i) Assistant (6.9%); ii) Analyst / Technician (18.4%); iii) Manager (17.6%), iv) Teacher (18.1%); v) Health area (22.6%); and, vi) Others (5.3%). As for Education: i) 9.5% have primary and secondary education; ii) 36.9% graduation; iii) 24.9% postgraduate (specialization); iv) 19.8% Master's; and, v) 8.9% Doctorate, which reflects the high participation of professors and researchers. Still using descriptive statistics, responses on the topics were analyzed: i) Home Office; ii) Symptom of Psychological Disorder; and, iii) Alcoholic Beverage Consumption. The questionnaire was prepared with statements, in which the respondent should choose on a 5-point Likert scale (1- totally disagree to 5 totally agree). Values 3, 4, and 5 marked on the Likert scale were considered relevant responses, in which the percentage of these responses was added, which agree with the existence of the questioned situation. On the theme Home Office, the statement “The enterprise I'm working in has encouraged home office work to the detriment of COVID-19 Pandemic (if you work)” was used, in which 86.4% pointed out that this possibility occurred, as well as admitted that the company encouraged the Home Office. To measure the existence of possible Symptom of Psychological Disorder (insomnia, anxiety, panic, depression), the statement “I have had symptoms such as insomnia, anxiety, panic, or depression, to the detriment of the COVID-19 Pandemic” was used,” It is highlighted that 55% of the respondents expressed that they suffer from some Symptom of Disturbance / Psychological Disorder caused by the context of Pandemic. To assess the possibility of increasing alcoholic beverage consumption during the COVID-19 Pandemic, the statement “I have been consuming more alcoholic beverages at this time of the COVID-19 Pandemic” was used, in which 25.2% of the respondents stated that they increased alcoholic beverage consumption as a result of the situation caused by the Pandemic. The Symptom of Psychological Disorder indicators reinforces that COVID-19 Pandemic, in addition to being a health problem, is a social phenomenon that promotes mobility restrictions, physical distance, hygienic measures and socioeconomic restrictions (Bruin et al., 2020), which contributes to presenting symptoms of mental illness and occurrences of anxiety and panic attacks (Blake et al., 2020; Zhai & Du, 2020). Another aggravating factor is that the activity in the Home Office modality, in which 86.4% of the respondents who work, received incentives from companies to perform professional activities at home, which can aggravate the situation, because in the family context, in many cases, there is the problem that the children are at home because the schools have their classes paralyzed, therefore adding to this demand for care and activities, in addition to reconciling professional activities. The situation of Health Professionals is even more aggravating, in the aspect of occurrence of Symptom of Psychological Disorder (insomnia, anxiety, panic, depression), reaching 57.8% in the group of respondents. The pressure of working conditions and the high risk of contamination concern health professionals, who ended up developing symptoms of psychological disorders, which corroborates the research by Jeyabaladevan (2020), which highlights that the workload of health professionals health and the high number of patients, makes it difficult to meet the demand of infected people, increasing the psychological pressure on professional performance. Table 1 presents the normality and simple reliability tests of the observable variables, as well as Bartlett's Sphericity Test, the Kurtosis and Pearson’s Skewness Coefficient indices, which resulted in values within the parameters recommended by Hair Jr. et al. (2013). In this context, the results indicate that only the variables of the construct of Pandemia of COVID-19 (COV) presented Cronbach's alpha values (0.398) lower than the desirable (>0.7), indicating that the construct can still be improved with the inclusion of others variables that can contribute to the explanation of the construct.

Cronbach’s alpha KMO Bartlett’s sphericity tests Total Variance Explained Composite Reliability

Table 1: Normality and Reliability Tests Environmental COVID-19 Pandemic Sustainable Consumption Awareness (COV) (SC) (EA) 0.398 0.822 0.704 0.631 0.794 0.732

Social Responsibility (SR) 0.726 0.774

1589.194*

7318.471*

4407.637*

3050.267*

60.77%

72.64%

72%

48.32%

0.554

0.885

0.714

0.809

* Significance level p<0.001 Source: Authors (2020). The affirmations of the questionnaire and the preliminary results of the EFA are described in Table 2. The Total Explained Variance (AVE), which evaluates all variables together, resulted in 58.69% of the data variability. For the Explained Variance of each construct (Table 1), values greater than 50% were obtained in three constructs (COV, EA, SC), indicating the adequate explanation of the variability of the constructs, only the SR construct presented the value of 48.32 %, close to the recommended, however, it was validated by the other statistical tests in Table 1. Regarding the Factor Loads, 14 observable variables (Table 2) were above that recommended by Hair Jr. et al. (2013) (> 0.5), only the variable SR1 “The COVID-19 Pandemic has made me even more sensitive to issues of social vulnerability” presented a value lower than the recommended (0.466), being close to the recommended. In the calculation of Communality, 12 observable

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

variables (Table 2) were within the recommended by Hair Jr. et al. (2013) (> 0.5). However, three variables: i) (SC5) “The COVID19 Pandemic has reduced deforestation and loss of biodiversity” presented a value of 0.323; ii) SR1 (0.422); and, iii) SR5 “The COVID-19 Pandemic contributions to welcoming people who are socially vulnerable” (0.311). These Communalities are considered low, indicating that these variables are little correlated with the other research variables, however, due to the theoretical contribution to the formation of the constructs, it was decided to keep the variables, as this is an exclusive decision of the researcher (Hair Jr. et al., 2013). According to Table 2, the mean values of the variables and the construct indicate an understanding that, in most statements, the respondents admit the existence, because in 16 questions the mean values are greater than 3.0. Another aspect is the high agreement between the respondents, which can be evaluated by the proximity of 1 in the standard deviation results, supporting the statement that there is low variability in the responses of the observable variables. Table 2: Observable variables and constructs Observable variables

Factorial Loads

COVID-19 Pandemic (COV) COV1) The COVID-19 Pandemic makes me worried about the future life. 0.738 COV2) The large number of people infected with COVID-19 made me change 0.739 my social behavior. COV3) The large number of deaths related to COVID-19 has scared me. 0.763 COV4) I believe that in 2020 an effective vaccine will be found for the treatment 0.781 of COVID-19. COV5) I believe that COVID-19 Pandemic Prevention Campaigns have reduced 0.721 the number of infected people. Mean 3.991; Standard Deviation 1. 036 Environmental Awareness (EA) EA1) The COVID-19 Pandemic has made me increase the separation of organic 0.739 and recyclable waste. EA2) The COVID-19 pandemic has caused me to reduce water consumption 0.707 further, as this is a finite environmental resource. EA3) The COVID-19 Pandemic made me worry even more about the natural 0.747 resources for future generations. EA4) The COVID-19 Pandemic made you realize the reduction in air pollution. 0. 807 EA5) - The COVID-19 Pandemic made me realize, even more, the 0.791 environmental impact caused on the planet. EA6) The COVID-19 Pandemic has increased my environmental awareness. 0. 597 Mean 3.311; Standard Deviation 1.281 Sustainable Consumption (SC) SC1) The COVID-19 Pandemic caused me to change my consumption habits to 0.741 be more sustainable. SC2) The COVID-19 Pandemic made me buy even more environmentally 0.777 friendly products. SC3) The COVID-19 Pandemic caused me to reduce waste production through 0.813 prevention, reuse, and recycling. SC4) The COVID-19 pandemic has reduced atmospheric impacts by reducing 0.741 gases (CO2) that cause the greenhouse effect. SC5) The COVID-19 Pandemic has reduced deforestation and loss of 0.526 biodiversity. Mean 2.989; Standard Deviation 1.212 Social Responsibility (SR) SR1) The COVID-19 Pandemic has made me even more sensitive to issues of 0.466 social vulnerability. SR2) The COVID-19 Pandemic made him donate food or clothes. 0.791 SR3) The COVID-19 Pandemic caused me to make a financial donation to 0.799 needy people or entities. SR4) The COVID-19 Pandemic made me consume products/services from 0.757 companies known for practicing social responsibility. SR5) The COVID-19 Pandemic contributes to welcoming people who are 0.516 socially vulnerable. Mean 3.733; Standard Deviation 1.232

Communality

Mean

Standard Deviation

0.562

4.453

0.838

0.574

4.544

0.723

0. 622

4.145

1.122

0.656

3.163

1.363

0.562

3.642

1.134

0.552

2.537

1.328

0.529

2.612

1.349

0.632

3.318

1.335

0.700

3.928

1.236

0.734

4.053

1.183

0.677

3.419

1.255

0.617

3.052

1.203

0.642

2.496

1.197

0.709

2.679

1.222

0.574

3.988

1.160

0. 323

2.733

1.275

0.422

4.400

0.883

0.658

3.802

1.291

0.640

3.302

1.526

0.626

3.592

1.227

0.311

3.566

1.226

Also, in the stage of construct validation, Composite Reliability, KMO, Multicollinearity (Pearson's Correlation Analysis), and Average Variance Extracted (AVE) were measured. Composite Reliability and KMO have higher values than recommended. Pearson's correlation analysis results indicated that there was no multicollinearity between the observable variables.

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

The calculation of the AVE resulted in lower values of Convergent Validity (CV) than recommended, and the correlation between the constructs, measured by the Discriminant Validity (DV), showed adequate values, except for the COVEA, COVSC and EASC, where CV is less than DC, indicating that there is a high relationship between the variables. Based on the parameters described in Tables 1 and 2, it is evident that the observable variables and constructs meet the requirements for normality, reliability and statistical validation, therefore the data indicate feasibility for the application of the SEM methodology to assess the relationships between the constructs. Table 3 presents the results of the hypothesis tests, which were evaluated based on the values of Standardized Estimate (SE) and Unstandardized Estimate (UE). All SE and UE values are positive and statistically significant (p<0.001), resulting in important values. It is noteworthy that in H2 the COVSC ratio (SE=0.909), and in H1 the COVEA ratio (SE=0.861), presented results as a high-intensity relationship (De Guimarães et al., 2016; Severo et al., 2018). However, the H3 that evaluates the relationship between COVSR (SE=0.370) has a moderate intensity relationship. It is noteworthy that 8.47% of the respondents are considered non-socially responsive, because in the SR questionnaire they chose alternatives 1 and 2, on the 5-point Likert scale. The results indicate that H1, H2 and H3 were confirmed (Figure 3). Table 3: Hypothesis testing - Integrated model Integrated model SE a UE b H1 COVID-19 Pandemic (COV)  Environmental Awareness (EA) 0.861 5.191 H2 COVID-19 Pandemic (COV)  Sustainable Consumption (SC) 0.909 6.725 H3 COVID-19 Pandemic (COV)  Social Responsibility (SR) 0.370 1.473 Constructs

Standardized Estimate (SE) Unstandardized Estimate (UE) Significance level p<0.001 Source: Authors (2020). In this context, Figure 3 presents the measurement model and structural model of the research carried out. b

Fig. 3: Integrated model Source: Authors (2020).

From the parameters described in Figure 3, in the evaluation of the quality of the measurement model and structural model, the adjustment indexes of the model were verified (Table 4). The RMSEA resulted in value within the established parameters. The NFI, IFI, TLI and CFI indices were below the parameters recommended by Bentler and Bonett (1980) and Hair Jr. et al. (2013). However, these results do not invalidate the structural model, but suggest that the model can be improved by including or excluding observable variables, for future studies. Cronbach’s alpha 0.835

Bartlett’s sphericity tests * 21866.237

Table 4: Model adjustment indexes Composite AVE* KMO X2/DF Reliability* 0.458 0.936 0.861 19.4

RMSEA

NFI

IFI

TLI

CFI

0.055

0.686

0.697

0.657

0.697

*Significance level p<0,001 Source: Authors (2020). In this context, the research findings indicate that the Generations are being influenced by the context of the Pandemic, therefore the concern with socio-environmental issues and the consumption of environmentally sustainable products has increased, which can be evidenced by the high intensity of the COVSC relationships (SE=0.909) and COVEA (SE=0.861). The All rights reserved by www.grdjournals.com

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

increasing increase in AS and SC, in part, can be explained by the Pandemic situation, as well as by studies by Capolongo et al. (2020), Cohen (2020) and Sarkis et al. (2020), as the Pandemic marks the beginning of a Sustainable Consumption transition, as well as a reduction in air pollution. However, it should be noted that the decrease in atmospheric pollution is partly due to the reduction in the use of vehicles, often through social isolation and Lockdown measures, which is in line with the research by Fattorini and Regoli (2020) and Zambrano-Monserrate et al. (2020) since COVID-19 Pandemic contingency measures have improved air quality. Another relevant factor of the research is an increase in the respondents' AE, however, there is also an increase in the production of household waste, as well as infectious waste in health care units, as highlighted by the research by ZambranoMonserrate et al. (2020), in which the production of medical waste in Wuhan increased significantly. In the specific case of Brazil, this fact is worrying, since the treatment and final disposal of domestic and hospital waste are often not adequate since some States do not yet have an adequate selective collection system and sanitary landfill, which is already recommended by the Brazilian legislation in the National Solid Waste Policy (PNRS) and the National Health Surveillance Agency (ANVISA), in RDC nº 306/2004. The results of COVSC (SE=0.370) show the influence of Pandemic on SR, however this relationship is the one that resulted in a lower intensity value, presenting a moderate influence, that is, respondents can improve social actions in the face of COVID-19 Pandemic. These findings highlight that generations can engage with social issues, with people in social vulnerability, as well as with the least disadvantaged. Accordingly, the study by Orcutt et al. (2020), showed that Pandemic is changing people's behavior and social awareness. Other research also reports these social changes, through the promotion of social campaigns, distribution of food, clothing, PPE and medicines (2020; Khan et al., 2020; Tekleab et al., 2020). To assess the possibility of a moderating effect on Generations, the SE and Chi-square Difference values were calculated. Table 5 indicates the significant differences between the Baby Boomers, X and Y Generations, which confirms the hypotheses H4a, H4b, and H4c. The assessment of the interference of the Generations on the averages of the responses, measured by the SE, identified that significant differences occurred (p <0.001) in all constructs (COV, EA, SC, SR). In the VOC construct, Generations X and Y had higher response averages than Baby boomers, demonstrating that they are more affected by the situation of COVID-19 Pandemic. It is noteworthy that in the COVSC relationship, Generation X presented the highest intensity of the relationship (SE = 0.948), followed by Generation Y (SE=0.916). However, the COVSC relationship for the Baby Boomers Generation has the lowest intensity of the relationship (SE=0.175), in comparison with the values of the other Generations, which are of high intensity. In the EA, SC and SR constructs, Baby boomers have lower values compared to Generation X and Y, demonstrating that Generation Baby boomers have different socioenvironmental behaviors, that is, with a lesser intensity of the influence of COVID-19 Pandemic. hypotheses H5a COV  H5b COV  H5d COV 

Table 5: Moderating effect of generations - multigroup analysis Baby Boomers Generation X Generation Y Chi-square (X2) Difference SE a SE a SE a p EA 0.389 0.890 0.838 *** SC 0.175 0.948 0.916 *** SR 0.335 0.353 0.355 ***

Standardized Estimate (SE) ***Significance level p<0.001 Source: Authors (2020). In this scenario, the results of the research showed the difference between the behavior of the generations, especially the Baby Boomers Generation, which had the lowest intensity of influence. However, in the study by Severo et al. (2018), Baby boomers' behaviors tend to be more conservative and concerned with the quality of life of the family circle, Generation X is focused on career and job maintenance, just as Generation Y is highly connected with new technologies information and are prone to taking risks. The most intense results of Generation X and Y may be linked to the use of information technologies, as well as because these generations are active in the labor market, which differentiates the respondents' perception. The statistical tests of the multigroup analysis (SE) used to measure the moderating effect of the Region, in which the respondents reside (South, Southeast, Northeast, Midwest, and North) proved that the hypotheses H5a, H5b and H5c were confirmed (Table 6). There was an emphasis on respondents in the Southeast, who presented the highest intensity of the COVSC relations (SE=1.817), as well as the respondents in the Northeast for the COVSC relationship (SE=0.924). However, respondents from the North showed a low intensity for the COVSR ratio (SE=0.161), as well as respondents from the Southeast COVSR (SE=0.187).

H5a H5b Hrc

Table 6: Moderating effect of the Region - multigroup analysis South Southeast Northeast Midwest Chi-square difference Hypothesis North SEa SEa SEa SEa SEa p COV  EA 0,872 0,462 0,862 0,797 0,911 *** COV  SC 0,897 1,817 0,924 0,826 0,914 *** COV  SR 0,329 0,187 0,448 0,479 0,161 ***

Standardized Estimate (SE) *** Significance level p<0,001 Source: Authors (2020).

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

Accordingly, Table 7 presents a summary of the results of the research hypotheses. Hypothesis H1 H2 H3 H4a H4b H4c H5a H5b H5c

Table 7: Research hypotheses Description The COVID-19 Pandemic positively influences environmental awareness The COVID-19 Pandemic positively influences sustainable consumption The COVID-19 Pandemic positively influences social responsibility Generations have a moderating effect on the relationship between COVID-19 pandemic and environmental awareness Generations have a moderating effect on the relationship between COVID-19 pandemic and sustainable consumption Generations have a moderating effect on the relationship between COVID-19 Pandemic and social responsibility The respondents' Region has a moderating effect on the relationship between COVID-19 pandemic and environmental awareness The respondents' Region has a moderating effect on the relationship between COVID-19 Pandemic and sustainable consumption The respondent Region has a moderating effect on the relationship between COVID-19 Pandemic and social responsibility

Results Confirmed Confirmed Confirmed Confirmed Confirmed Confirmed Confirmed Confirmed Confirmed

Source: Authors (2020).

V. CONCLUSION The research findings, through hypothesis testing, prove that generations are aware of Environmental Awareness (EA), Sustainable Consumption (SC) and Social Responsibility (SR), which receive important influence from the situation caused by COVID-19 Pandemic (COV), confirming all research hypotheses. The most intense relationship occurred in H2, showing that COVID-19 Pandemic influences SC (SE=0.909). A relevant result is linked to the economic worsening of the most vulnerable people (informal workers), health problems, the inestimable loss with the death of infected people, in addition to other emotional and mental situations. However, COVID-19 Pandemic is expected to further influence SR among individuals, although in this research, the intensity was moderate in this relationship (SE=0.370). It is noteworthy that the relationship between COVID-19 Pandemic and SR should be better addressed by Governments, especially in the North Region, in which the least influence was shown (SE=0.161). In this context, it is indeed important to develop more assertive government policies, as the country has serious public health problems. However, during the Pandemic, there was also the exchange of two Ministers of Health and their technical teams, there were cases of delay in the dissemination of updated data on the Pandemic, many cases were underreported, there was a lack of health professionals, there was a loss of tests (unfit for analysis), as well as a certain neglect and lack of empathy with scientific research, with the expertise of scientists and researchers, criticism with the press and media, which ended up causing a certain distrust in society. The survey results highlight that 55% of the respondents admit to feeling Symptoms of Psychological Disorders / Disorders due to the situation caused by the Pandemic, therefore this finding indicates the urgency of government action, for the development of public health programs, in support of people who are living in social isolation. In particular, the group of health professionals (57.8%), who are most affected, therefore the managers of the Health Network must urgently establish intensive psychological support programs for this group of professionals. Another important finding of the research is in the identification that Generation X perceives with more intensity the influence of COVID-19 Pandemic on EA, SC and SR, which is an optimistic data, since in most cases, they are responsible for the formation personal and professional skills of the new generations, as they hold management and education positions. In this context, it is clear that in Brazil the daily route was limited in several states, by measures of social distance and mobility restriction, decreed by Lockdown in the periods when the bed occupancy rate in the health systems was critical (above 90%). And to increase people's immunity against Covid-19, it is necessary to speed up vaccination in the country. In March 2021, in Brazil, the CoronaVac Vaccine and the Vaccine from the University of Oxford - AstraZeneca was made available to the population, as well as others are in the process of registration. However, the social responsibility and health-related issues of the respondents showed a moderate level, that is, little increased during the Covid-19 Pandemic crisis. The main theoretical contribution of this study is the provision of a Framework (measurement and analysis), which is composed of the measurement model, which provides for the influence relationships between the constructs. In this context, the Framework (Figure 3) serves as a basis for new academic studies and contributes to the advancement of science, since it highlights the discussion of possible metrics to be applied concerning a transforming event of COVID-19 Pandemic on socio-environmental aspects and conscious consumption, a fact that is still a theoretical gap, as it is a new global disease (Gupta et al., 2020; Cohen, 2020; Pirouz et al., 2020a; Haghshenas et al., 2020). The limitations of the research are linked to the possible Halo effect, which can occur with the use of the Likert scale, associated with the possibility of forming response biases, resulting from the mistaken generalization effect, since the responses were issued by a single respondent, as well as the influence of social desire, which can reduce or increase the relations between constructs and observable variables (Bagozzi and Yi, 1991).

Environmental Awareness, Sustainable Consumption and Social Responsibility in the Context of the Covid-19 Pandemic (GRDJE/ Volume 6 / Issue 5 / 002)

For future research, it is suggested to investigate the economic and cultural factors of the different Regions of Brazil, which may influence the Environmental Awareness, Sustainable Consumption and Social Responsibility, in the context of COVID19 Pandemic.

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