In recent years, there has been extensive attention on how to leverage social influence to promote green consumption and achieve environmental effects. Based on observation learning theory, this study examines how a coworker’s workplace green behavior incidentally influences an observer’s green purchase. The study includes one online experiment and one field survey with multiple time data. Results show that exposure to a frequently interacting coworker who exhibits green behavior in the workplace subsequently has an incidental effect on the observer’s green purchase. Concern for the environmental action mediates the above incidental effect, and the mediating effect of concern for the environmental action is moderated by the perceived status of the coworker who conducts green behavior in the workplace. These findings identify the important social influence of coworkers’ green behavior and provide theoretical benefits for encouraging green behavior in the workplace.

近年来，如何利用社会影响力促进绿色消费，实现环境效应受到广泛关注。基于观察学习理论，本研究考察了同事的工作场所绿色行为如何偶然影响观察者的绿色购买。该研究包括一项在线实验和一项具有多个时间数据的现场调查。结果表明，接触在工作场所表现出绿色行为的经常互动的同事随后会对观察者的绿色购买产生附带影响。对环境行为的关注在上述附带效应中起中介作用，而对环境行为的关注的中介作用受到在工作场所进行绿色行为的同事的感知状态的调节。