With the advancement of science and technology, people around the world have become more and more frequent in their contacts and exchanges, and individuals can easily recognize and join various social groups, thus possessing multiple social identities at the same time, and different social identities will have a significant impact on the individual's preference for green consumption. However, when social identities provide different values and behavioral norms, individuals will face social identity conflicts, resulting in the depletion of cognitive resources and adverse effects on individuals, which will also have an impact on their inherent behavioral patterns. The present study conducted three studies based on conservation of resources theory to investigate the effect of social identity conflict on green consumption tendencies, as well as the underlying mechanisms and boundary conditions of this effect, namely the mediating role of self-concept clarity and the moderating role of social support and public self-awareness. The results of the study are as follows:
(1) Social identity conflict reduced individuals' green consumption tendency.
(2) Self-concept clarity mediated the relationship between social identity conflict and green consumption. Social identity conflict reduced individuals' self-concept clarity, which reduced green consumption tendency.
(3) Social support moderated the first half of the path of the mediating mechanism between social identity conflict and green consumption.
(4) Public self-consciousness moderated the second half of the path of the mediating mechanism between social identity conflict and green consumption.
This study enriches the evidence of relevant empirical studies on self-concept clarity in the field of consumption and the application of conservation of resources theory, and also provides some ideas for merchants to develop marketing strategies for green products.