Antecedents and consequences of conspicuous green behavior on social media: Incorporating the virtual self-identity into the theory of planned behavior

Elaine Wallace and Isabel Buil

Journal of Business Research, 2023, vol. 157, issue C

Abstract: Researchers advocate incorporating self-identity into the theory of planned behavior for studies investigating pro-environmental behaviors (PEBs). Although social media facilitates a virtual self-identity construction, surprisingly few, if any, studies investigate virtual self-identity as a determinant of PEBs. This study introduces the concept of conspicuous green behavior (CGB) to explain social media posts about climate change which convey a pro-environmental virtual self-identity. We integrate CGB into the theory of planned behavior and investigate the relationship between CGB and pro-environmental intention and behavior. We propose subjective norms, Like-seeking and narcissism as antecedents of CGB. Using survey design, data from a sample of 436 Instagram users in the United States were analyzed using partial least squares structural equation modeling. Findings show subjective norms, Like-seeking and narcissism influence CGB. Furthermore, CGB positively relates to individuals’ pro-environmental intentions and behaviors, particularly more conspicuous behaviors. We discuss the implications of these contributions for theory and practice.

Keywords: Conspicuous green behavior; Theory of planned behavior; Narcissism; Like-seeking; Pro-environmental behaviors (search for similar items in EconPapers)
Date: 2023
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Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:157:y:2023:i:c:s0148296322010141

DOI: 10.1016/j.jbusres.2022.113549

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