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

Author

Listed:
  • Kalisri Logeswaran Aravindan

    (Faculty of Management, Multimedia University, Cyberjaya Campus, Persiaran Multimedia, Cyberjaya 63100, Malaysia)

  • Thurasamy Ramayah

    (School of Management, Universiti Sains Malaysia, Minden 11800, Malaysia
    Department of Information Technology & Management, Daffodil International University (DIU), Dhaka 1216, Bangladesh
    Department of Management, Sunway University Business School (SUBS), Petaling Jaya 47500, Malaysia
    Azman Hashim International Business School, Universiti Teknologi Malaysia (UTM), Kuala Lumpur 54100, Malaysia)

  • Munusamy Thavanethen

    (Telekom Malaysia, Kuala Lumpur 50672, Malaysia)

  • Murali Raman

    (Academic Development and Strategy, Asia Pacific University, Jalan Teknologi 5, Kuala Lumpur 57000, Malaysia)

  • Narinasamy Ilhavenil

    (Institute of Teacher Education Special Education Campus, Bandar Tun Razak, Kuala Lumpur 56000, Malaysia)

  • Sanmugam Annamalah

    (Graduate School of Business, Research and Innovation Management Centre, Segi University, Petaling Jaya 47810, Malaysia)

  • Yap Voon Choong

    (Faculty of Management, Multimedia University, Cyberjaya Campus, Persiaran Multimedia, Cyberjaya 63100, Malaysia)

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.

Suggested Citation

  • Kalisri Logeswaran Aravindan & Thurasamy Ramayah & Munusamy Thavanethen & Murali Raman & Narinasamy Ilhavenil & Sanmugam Annamalah & Yap Voon Choong, 2023. "Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value," Sustainability, MDPI, vol. 15(4), pages 1-19, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3009-:d:1060538
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    References listed on IDEAS

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