LAUSR

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.