That's called reactance, according to Monica Wadhwa, an associate professor of marketing and supply chain management at Temple University’s Fox School of Business.
“When someone tells you not to do it … you’re like, ‘oh no, I really want to do it now,’ because you feel it as a threat. You feel as if someone has taken your freedom of choice away from you,” she said.
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And now that we’re all being told to stay home, close nonessential businesses and stay away from loved ones during the coronavirus pandemic, Wadhwa said that could influence people’s choices and affect sustainability efforts down the road.
She said people may feel inclined to do less environmentally friendly things, like go on a long, unnecessary car ride.
Those who are choosing to be frugal during this crisis will most likely continue that behavior when this is all over, she added.
When the orders are lifted, Wadhwa said people will finally feel like they have their freedom again.
But until then, Wadhwa said to take a look at the small things you can change while isolated. Food waste in the U.S. is colossal. Many people are opting to order food and other goods online, but deliveries have been delayed across major companies due to the pandemic.
Wadhwa said since many people aren’t getting their products right away, like they’ve become accustomed to, people may develop a newfound respect for their goods.
“There will be a change when people are going to start respecting food more and stop wasting food,” she said.