“…Particularly, netizens are shifting towards specific online communities 1 to engage in context-specific activities (Chang et al, 2023;Fernandez et al, 2016;Han et al, 2018;Klassen et al, 2021;Wang, Liu, et al, 2023;Zhu et al, 2020). These specific online communities can be more effective than generic social media because they drive homophily and provide relevant and focused content, thereby ensuring utility (Andrews, 2002;Hajli, 2018;Wang et al, 2022). Therefore, given the significance of specific online communities, recent research studies have started to explore the effect of green online communities, also referred to as green social networks (GSN), 2 on green practices such as eco-purchasing (Byrum, 2019;Luo et al, 2020;Nekmahmud et al, 2022), green voice behaviour (Bhatti et al, 2020), and green collaborative practices (Salim et al, 2020;Shen et al, 2023).…”