Exploring the role of customer green engagement behavior influencing green customer identification and green customer citizenship behavior

Objective: This research explored the role of customer green engagement behavior influencing customers’ green identification and green customer citizenship behavior. Theoretical Framework: The research enriches the existing area by finding the roles of green browsing behavior, green interaction behavior and green creation behavior influencing green customer identification, which in turn enable platform’ participants to perform voluntary behaviors in supporting environmentally-friendly activities. Method: We used questionnaire survey and the target are those who having the experiences of joining TikTok’s environmental activities in China. 284 effective samples were collected for analysis. Results and Discussion: The finding indicated that green browsing behavior, green interaction behavior and green creation behavior are the antecedents of green customer identification. Green customer identification has a positive association with green customer citizenship behavior. In addition, the result confirmed the mediating effect of green customer identification between green browsing behavior, green interaction behavior and green creation behavior and green customer citizenship behavior. Research Implications: This research found that consumers’ browsing, interactive, and creating behaviors in green activities facilitate consumers’ identification with the green platform. In addition, consumers may exhibit citizenship behavior to support the green platform once their identification has been generated. Hence, the enhancement of green consumer citizenship behavior needs to be further contextualized based on their green engagement behaviors. The platform can encourage consumers to browse the green videos by providing reward mechanisms, enrich the interactions with the customers in green issues, and give incentives to enable customers to produce and upload green short videos to the platform; hence, the platform can increase customers’ identification and then, enhance citizenship behavior. Originality/Value: This research has the following contributions. Firstly, few research explored customer engagement behaviors in environmentally-friendly context, the main contribution of this study is to propose the novel construct of customer green engagement behaviors influencing customers’ green identification and green customer citizenship behavior. Secondly, this research takes consumers’ experience perspective, specifically distinguishing the three components of customer green engagement behaviors influencing customers’ green identification, which in turn contributes to green customer citizenship behavior.