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Do Attitude and Subjective Norm Mediate the Relationship Between Social Media e-WOM and Green Purchase Intention? An Empirical Investigation Using PLS-SEM

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  • Afsa Parveen
  • Rashmi Chaudhary

Abstract

The existing research examines the impact of social media electronic word-of-mouth(e-WOM) adoption on green purchase intention and investigates the mediation effect of attitude and subjective norm between e-WOM adoption and green purchase intention. The theory of reasoned action and the information adoption model has been combined to study this. Data was collected from 228 respondents and analysed through partial least squares structural equation modelling (PLS-SEM). Results revealed partial mediation of green purchase attitude and subjective norm exists in the relationship between e-WOM adoption and green purchase intentions. The research focuses on green purchase intention therefore, it benefits the environment and marketers of green cosmetics.

Suggested Citation

  • Afsa Parveen & Rashmi Chaudhary, 2025. "Do Attitude and Subjective Norm Mediate the Relationship Between Social Media e-WOM and Green Purchase Intention? An Empirical Investigation Using PLS-SEM," Vikalpa: The Journal for Decision Makers, , vol. 50(1), pages 37-50, March.
    • Handle: RePEc:sae:vikjou:v:50:y:2025:i:1:p:37-50
    DOI: 10.1177/02560909241297015
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