The Nexus Between Green Influencers and Green Customer Citizenship Behavior: Do Environmental Self-Identity and Dynamic Norms Matter?

Green Customer Citizenship Behavior is a relatively new concept, with limited research on its antecedents. This study used an integrated theoretical framework to examine how green influencer influencers influence green customer citizenship behavior through environmental self-identity.
The study combines social identity theory with social norms theory to propose a research framework. A within-subject experiment was conducted with 257 coffee shop customers in the United States.
The results indicate that green influencers are stronger predictors of green customer citizenship behavior compared to non-green influencers, with this relationship mediated by environmental self-identity. Additionally, dynamic norms do not moderate the direct relationship between green influencers and green customer citizenship behavior. However, it moderates this relation indirectly through environmental self-identity.
This study, for the first time, examines the differential impact of green versus non-green influencers on green CCB. It also explores the mechanism by which and the conditions under which these two types of influencers most effectively impact green CCB through the mediating role of environmental self-identity and the moderating role of dynamic norms.