130167 20260411073006.0 doi 10.1016/j.jbusres.2022.113549 sideral 132429 ART-2023-132429 eng Wallace, Elaine Antecedents and consequences of conspicuous green behavior on social media: incorporating the virtual self-identity into the theory of planned behavior 2023 Access copy available to the general public Unrestricted 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. info:eu-repo/grantAgreement/ES/DGA/S54-20R-GENERES Group info:eu-repo/grantAgreement/ES/MINECO-FEDER/ECO2017-82103-P info:eu-repo/semantics/openAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es 10.5 2023 BUSINESS 9 / 304 = 0.03 2023 Q1 T1 3.128 2023 Marketing 2023 Q1 20.3 2023 info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion (orcid)0000-0001-6631-8909 Buil, Isabel Universidad de Zaragoza 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 157 (2023), 113549 [13 pp.] J. bus. res. Journal of Business Research 0148-2963 590059 http://zaguan.unizar.es/record/130167/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2026-03-31 842449 http://zaguan.unizar.es/record/130167/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2026-03-31 oai:zaguan.unizar.es:130167 articulos driver 2026-04-10-13:53:48 ARTICLE