Signaling socially responsible consumption among millennials: an identity-based perspective

Olivia Johnson and Veena Chattaraman

Social Responsibility Journal, 2020, vol. 17, issue 1, 87-105

Abstract: Purpose - Using identity theory, this paper aims to explore differences in socially responsible signaling behavior based on the salience of a personal or social identity. Design/methodology/approach - Structural equation modeling was used to study the relationship among identity commitment, salience, and signaling behavior. Findings - Findings revealed personal identity salience mediated the relationship between socially responsible commitment and socially responsible social-signaling consumption behavior. Practical implications - The results of the study suggest that Millennials engage in socially responsible activities as a result of a salient personal identity. Millennials use socially responsible behavior to signal their benevolence to themselves and others. Originality/value - This is the first research that has examined the relationship between Millennials’ socially responsible consumption behavior and a salient personal or social identity.

Keywords: Signalling theory; Millennials; Social responsibility; Identity theory; Self-signalling; Social-signalling (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:srj-02-2019-0074

DOI: 10.1108/SRJ-02-2019-0074

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