Identity awakening in digital marketing: how facial recognition interactions foster green consumption behavior

Purpose This study investigates how facial recognition technology (FRT) experiences influence green consumption. It examines a serial mediating mechanism involving uniqueness perception and acquisitive impression management, alongside the moderating role of the application context. Design/methodology/approach Across three experimental studies, including a real-behavior laboratory experiment, this research tests a moderated serial mediation framework. The design captures both purchasing intentions and actual consumption choices to explore the psychological spillover effects triggered by biometric interactions. Findings Results demonstrate that FRT promotes green consumption choices. Rather than operating as a conventional surveillance tool, FRT functions as an identity-salient cue that awakens consumers’ perception of uniqueness. This internal cognitive realization sequentially triggers acquisitive impression management, motivating individuals to select eco-friendly products as costly signals to project a distinct, prosocial identity. Furthermore, the high social visibility inherent in public contexts amplifies this entire serial mediation chain compared to private settings. Practical implications Findings position biometric technology as a psychological catalyst for sustainable behavior, extending its value beyond transactional efficiency. Marketers can strategically deploy FRT, particularly in public retail environments, to activate identity-expressive motives and encourage environmentally conscious consumer decisions. Originality/value This research identifies a serial identity-signaling mechanism linking biometric interaction to green consumption. By integrating self-perception and impression management theories, the study establishes that biometric interaction triggers an internal uniqueness awakening that activates external social-signaling motivations. It extends facial recognition research from adoption antecedents to downstream consequences, demonstrating how application contexts catalyze the translation of digital identity-recognition into environmentally conscious choices.