doi:10.1016/j.jbusres.2022.113549engWallace, ElaineBuil, IsabelAntecedents and consequences of conspicuous green behavior on social media: incorporating the virtual self-identity into the theory of planned behaviorART-2023-132429Researchers 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.2023http://zaguan.unizar.es/record/13016710.1016/j.jbusres.2022.113549http://zaguan.unizar.es/record/130167oai:zaguan.unizar.es:130167info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Groupinfo:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-PJournal of Business Research 157 (2023), 113549 [13 pp.]by-nc-ndhttps://creativecommons.org/licenses/by-nc-nd/4.0/deed.esinfo:eu-repo/semantics/openAccess