Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value

Abstract

Green is a timely and crucial concept in sustainability; therefore, encouraging both public and private businesses in Malaysia to persistently promote and make attempts to put green practices into effect is similarly crucial. The green industry and its environment are under pressure as a result of its acquisition, which is still occurring at an alarming rate. Using the theory of consumption values (TCV) as the underlying theory, this study explores the potential drivers of green purchases while also analyzing the mediation effect of positive word-of-mouth. Purposive sampling was employed in this study and data analysis was conducted using covariance-based structural equation modeling (SEM-AMOS). Findings from 336 respondents highlight the significance of positive word-of-mouth, emotional value, and epistemic value, as major determinants of green purchase intention. This study offers crucial information that will aid suppliers of green goods in motivating customers to make green purchases by emphasizing high-impact product values. Additionally, the study advocates the promotion of sustainable practices by emphasizing positive word-of-mouth in sparking public interest to make green purchases.

Investigating the Effect of Customer Reviews and Online Customer Ratings on Purchase Intention: Mediating Role of Word of Mouth

“…The spread of Word of Mouth through Internet social media is very easy, and its spread is widespread because access is relatively efficient, one of which is through the YouTube application, WhatsApp, line, google, Facebook, and other applications found on devices connected to other internet connections. This is in line with research conducted by Al-Gasawneh et al (2023), Aravindan et al (2023), andSu et al (2023).…”

Banking with purpose: the impact of CSR-S on customer behavior during the COVID-19

“…Hence, credible and influential eWOM is highly valued (Wang et al, 2018) and an important precursor of purchase intention (Erkan and Evans, 2016;Elhajjar, 2022;Halim and Keni, 2022;Puriwat and Tripopsakul, 2022a). Aravindan et al (2023) concluded that promoting positive eWOM by emphasizing sustainable practices sparks public interest in green purchases. Likewise, Mainardes et al (2023) found that eWOM quality and credibility shape consumer attitudes toward eWOM and purchase intention of cosmetics.…”

Green Consumer Behavior of Sports Enthusiasts on TikTok—An Analysis of the Moderating Effect of Green Concern

“…Research has demonstrated that a green brand image significantly influences the purchase intention of consumers [91][92][93]. Finally, green WOM involves consumers sharing their positive opinions regarding the environmental aspects of products, which can influence their friends, relatives, and colleagues, thereby motivating these people to purchase green products [94].…”