Wallace, Elaine and Buil, Isabel (2023) Antecedents and consequences of conspicuous green behavior on social media: Incorporating the virtual self-identity into the theory of planned behavior. Journal of Business Research, 157 (113549). pp. 1-13. ISSN 0148-2963

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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.

Item Type:	Article
Keywords:	Conspicuous green behavior; Theory of planned behavior; Narcissism; Like-seeking; Pro-environmental behaviors;
Academic Unit:	Faculty of Social Sciences > School of Business
Item ID:	17402
Identification Number:	https://doi.org/10.1016/j.jbusres.2022.113549
Depositing User:	Elaine Wallace
Date Deposited:	12 Jul 2023 11:59
Journal or Publication Title:	Journal of Business Research
Publisher:	Elsevier
Refereed:	Yes
URI:	Publisher
Use Licence:	This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here

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