Purpose The purpose of this paper is to provide the theoretical insights with regard to the green purchasing intention–behavior gap and the role played by social media influences in abating this gap. This paper takes into consideration a wider aspect with regard to the antecedents of behavioral intention through personal and social identities in place of the antecedents presented in the theory of planned behavior and social-identity theory. Furthermore, as the theories lack an explanation of how to reduce the intention–behavior gap, this paper also argues the source credibility model (SCM) in explaining the impact that social media influences can have on the behavioral gap. Design/methodology/approach Hypothetical deductive method is proposed for this concept paper under the positivism research paradigm. Findings Not applicable as this is a concept paper. However, the paper discusses the theoretical and managerial implications. Research limitations/implications This is a concept paper. Yes this paper discusses the theoretical, managerial, and social/ecological implications. Practical implications This paper highlights the relevance of consumers' personal and social identities when consumers make purchasing decisions regarding green products. How managers can make marketing strategies, based on credibility model, involving social media influences as product endorsers and ambassadors, as well as the policy makers to design products, earmark consumer behavior and to conduct marketing campaigns in time to come. Social implications As to how policies can be designed and adopted for bio-based economies where sustainability and circularity are given priority and to increase the attention of businesses moving toward sustainable practices. Originality/value Original thought developed based on research, theoretical and market gaps.
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