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Signaling socially responsible consumption among millennials: an identity-based perspective

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  • Olivia Johnson
  • Veena Chattaraman

Abstract

Purpose - Using identity theory, this paper aims to explore differences in socially responsible signaling behavior based on the salience of a personal or social identity. Design/methodology/approach - Structural equation modeling was used to study the relationship among identity commitment, salience, and signaling behavior. Findings - Findings revealed personal identity salience mediated the relationship between socially responsible commitment and socially responsible social-signaling consumption behavior. Practical implications - The results of the study suggest that Millennials engage in socially responsible activities as a result of a salient personal identity. Millennials use socially responsible behavior to signal their benevolence to themselves and others. Originality/value - This is the first research that has examined the relationship between Millennials’ socially responsible consumption behavior and a salient personal or social identity.

Suggested Citation

  • Olivia Johnson & Veena Chattaraman, 2020. "Signaling socially responsible consumption among millennials: an identity-based perspective," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 17(1), pages 87-105, January.
    • Handle: RePEc:eme:srjpps:srj-02-2019-0074
    DOI: 10.1108/SRJ-02-2019-0074
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