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The Role Of Consumer Hope, Positive Emotional Advertising, And Multi-Context Numbers In Developing Purchase Intention And Word Of Mouth Of Eco-Efficient Product

Author

Listed:
  • Tri Esti Masita

    (Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia)

  • Pramono Hari Adi

    (Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia)

  • Wiwiek Rabiatul Adawiyah

    (Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia)

  • Faizal Wihuda

    (Al Irsyad Al Islamiyyah, Purwokerto, Indonesia)

Abstract

The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention and word of mouth in the context of an eco-efficient product. This study uses a quantitative survey on an energy-saving lamp. The results indicated that consumer hope positively affects word-of-mouth; positive emotional advertising and multi-context numbers have a positive effect on purchase intentions. However, consumer hope has no impact on the intentions of purchase. This result is arising due to the consumer‘s skepticism. Positive emotional advertising also does not affect word of mouth. Meanwhile, the multi-context number does not affect word of mouth, which can explain the inability of consumers to explain the reasons for recommending brands to others. This study has implications for research in sustainability and the practice of developing new environmentally friendly products to encourage the increase of these product usages.

Suggested Citation

  • Tri Esti Masita & Pramono Hari Adi & Wiwiek Rabiatul Adawiyah & Faizal Wihuda, 2022. "The Role Of Consumer Hope, Positive Emotional Advertising, And Multi-Context Numbers In Developing Purchase Intention And Word Of Mouth Of Eco-Efficient Product," Ekonomski pregled, Hrvatsko društvo ekonomista (Croatian Society of Economists), vol. 73(3), pages 390-414.
    • Handle: RePEc:hde:epregl:v:73:y:2022:i:3:p:390-414
    DOI: 10.32910/ep.73.3.3
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    More about this item

    Keywords

    eco-efficient product; consumer hope; multi-context number; emotional advertising; word of mouth;
    All these keywords.

    JEL classification:

    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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