Purpose Previous studies have empirically examined the positive outcomes organizations can achieve by engaging in environmentally responsible actions, but the underlying mechanism of the reasons why publics engage in supportive behaviors for those organizations has not been examined in light of theoretical foundations. To fill this gap, this paper builds on a foundation of norm activation theory to explore the effect of publics' awareness of environmental consequences on perceived environmental responsibility of organizations and organizational norm, which can have an impact on publics' supportive behavior toward environmentally responsible organizations. The potential relationships between social media use for environmental information and other variables are also explored. Design/methodology/approach Drawing on norm activation theory, an online survey was conducted among 288 adults in the United States. Participants were recruited from Amazon Mechanical Turk. Findings Findings indicate the impact of individuals' awareness of environmental consequences on their ascription of responsibility to organizations, which influences organizational norm and supportive behavior intention toward organizations. Originality/value This study is one of the first attempts to explore the underlying mechanism of publics' support for environmentally responsible organizations.
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