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As pointed out by several commentaries in the midst of the COVID-19 health and economic crisis, lockdown restrictions and closures of industries caused by the pandemic represents an opportunity to rethink human condition and facilitate transition of society towards sustainability. Sustainability not only requires entrepreneurs capable to introduce responsible production patterns, innovative circular business models or green marketing strategies. Consumers, as highlighted by Canavari and Coderoni (2019), “should be conscious of the consequences of their consumption choices and adapt their behavior accordingly”. Against this background, we believe exploring the main determinants of individuals’ intention to engage in pro-environmental consumption behavior in the post COVID-19 era represents an interesting research opportunity. According to the traditional construct of the Theory of planned behavior proposed by Ajzen (1991), consumer intention to perform one specific behavior relies on three internal factors: attitude, subjective norm, and perceived behavioral control. Specific researches in the field of sustainable production and consumption have suggested that the Theory of planned behaviour can be further integrated with other factors such as environmental awareness, willingness to pay a price premium, moral obligation, self‐identity, habits, emotions, and extrinsic motive factors, such as Government’s role or media exposure. In order to explore whether an event such as the COVID-19 pandemic could have a positive effect on consumers’ intention to engage in pro-environmental behaviors, we introduce an additional variable that for convenience we may call it tangibility. According to psychological distance or proximity construct (see for example Trope and Liberman, 2010), if something is perceived to be psychologically close, that is, tangible, relevant and near to the self, it is possible that people may increase their willingness to take action in line with the concrete threat it poses. Therefore, from this perspective, we can hypothesize that the proximity of consumers to a particular disaster in human history such as wars, earthquakes, terrorist attacks, financial crises, famines, as well as pandemics could encourage sociocultural change. A self-administered survey instrument should be developed for the purposes of the study. From a managerial perspective, results might explain various attitudinal and psychographic factors affecting consumer intention to engage in pro-environmental consumption behaviors. Exploring consumer emotions, such us guilt and pride, for instance, can be useful to understand the best option when policy makers want to use emotional appeals to promote sustainable consumption. Similarly, a positive consumer attitude towards the willingness to spend more for environmentally friendly products can signal to corporations and marketers the existence of a specific and relevant segment. Furthermore, focusing on the tangibility variable is an opportunity to understand whether consumers are motivated to change after an unpredictable event that is discontinuous and oppositional to norms such as the COVID-19.