Title: An exploratory study on the moderating effect of e-WOM through green knowledge on green purchase intention

Authors: Mayank Pant; Rajeev Kumar

Addresses: School of Management (SOM), Graphic Era Hill University (GEHU) Dehradun, Uttarakhand, India ' School of Management (SOM), Doon University Dehradun, Uttarakhand, India

Abstract: The study evaluates the moderating effect of e-WOM of consumers on green purchase intention. Increase in digital penetration has made e-WOM an important element in social sciences studies. The study understands the moderating impact of e-WoM on moderation as it allows a flexible way for research to understand the effect with in-depth analysis. The model was built on an exploratory study to understand the mediating effect of curiosity on green purchase intention with green knowledge moderated by e-WOM. Selective studies have been conducted on e-WOM and green purchase intention in the state of Uttarakhand. The study revealed that there is a high correlation between green knowledge and green purchase with curiosity mediating these two constructs, later it was also observed that since these consumers are highly active in social media so any positive or negative experience after using the green product is swiftly expressed via mobile phones among their social groups, this is what electronic word of mouth means.

Keywords: e-WOM; moderation; mediation; green purchase intention.

DOI: 10.1504/IJGE.2023.136756

International Journal of Green Economics, 2023 Vol.17 No.3, pp.230 - 240

Accepted: 15 Nov 2023
Published online: 19 Feb 2024 *

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