The current study investigates the influence of trending norms messages on behavioral intention via perceived future descriptive norms in the context of two different pro-environmental behaviors. This study also examines the moderating role of group identity in the relationship between trending norms and behavior. The findings show that the effect of trending norms messages on behavioral intention is mediated by perceived future descriptive norms. In addition, the pattern of the trending norms message effect is dependent on group identity. Theoretical and practical implications are discussed.
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