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

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, sur-prisingly 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 implica-tions of these contributions for theory and practice.