Exploring the drivers of residents’ identification and green citizenship behavior in green cities: a multicountry study

Purpose The fundamental mission of every green city is to harmonize urban living with environmental preservation. However, a critical challenge arises when the residents of such cities do not share the same level of environmental consciousness, potentially eroding the integrity of the green city’s brand identity. Hence, this study aims to explore the factors influencing residents’ identification with green city branding and assesses how this identification subsequently affects their green citizenship behaviors. Design/methodology/approach A survey of 1,217 residents from 15 green cities across six countries was conducted and analyzed using SPSS 28.0 for descriptive statistics and PLS-SEM for measurement and structural model analysis. Findings The results indicate that green city-self connection, green city distinctiveness and environmental benefits significantly impact GCRI, which, in turn, significantly influences green city protection, loyalty and advocacy behaviors. However, green city social and economic benefits did not affect resident identification. Practical implications The results of this study provide valuable managerial insights for city brand managers, green city developers and governmental representatives. The study underscores the importance of considering residents as crucial internal stakeholders in the creation of a green city identity that effectively promotes sustainable urban living and an eco-friendly culture. Originality/value This study provides theoretical insights into the relationship between green identification and residents’ willingness and commitment to act as ambassadors and promote their city’s green values.