“…For example, within the consumption reduction dimension of SeS, there are factors related to millennials' purchasing (acquisition) and reduction in purchasing (usage). Similar factors of SRCB as identified in our scales, such as environmental concern (Roberts, , ), recycling (Webb et al, ), consumption reduction (Webb et al, ), and purchasing from SR companies (Sudbury‐Riley & Kohlbacher, ), have been discussed in the literature. However, no research has associated these behaviors in relation to millennials or their ability to emit social signaling and self‐signals.…”