Green Echo: Empirical Insights into E-WOM's Influence on Purchase Intentions for Sustainable Products

Abstract

Proliferation and economic expansion has brought extensive shifts in technology revolution, production and consumption practices due to increased usage of social media among consumers. Social media has brought a new perspective in purchase intension of consumers. Also with the evolution of vigorous settings for development, environment has been deteriorating and human beings have their focus on consumption activities. Therefore, marketers are trying to push consumers towards the consumption of green products. Studies have also resulted in that there is a substantial persuasion of electronic word of mouth (E-WOM) on the consumer's purchase intention. Therefore, a conceptual model was developed to clarify and factually verify the factors forming green purchase intentions. Three factors E-wom, Information, Quality and Source Credibility have been taken as exogenous variables. The model was tested and validated statistically with the help of SEM. Data has been collected from 450 respondents. All hypotheses were found to be statistically important. The impact of all the factors was found to be most influential on purchase intention. The findings of the study will aid marketers to better understand how E- wom plays a significant role in shaping consumers' purchase intentions.