Exploring Consumer Word‐Of‐Mouth Intentions Following Green Product Purchases: A Self‐Verification Theory Perspective

Promoting word‐of‐mouth for green products enhances consumer awareness and increases product acceptance. Given the distinct perceptions associated with purchasing green versus conventional products, the internal processes underlying word‐of‐mouth intentions may differ. Drawing on self‐verification theory, this study develops a conceptual model to investigate the impact of green product consumption on consumers' word‐of‐mouth intentions. To test the hypotheses, the study collected data from an online survey of 397 consumers and analyzed it using structural equation modeling. The results reveal that consumers' awareness of a product's green benefits significantly enhances both warm glow and psychological empowerment. In turn, warm glow fosters pro‐environmental and self‐expression motivations, while psychological empowerment strengthens self‐expression and dominance motivations. These motivations, in turn, positively influence word‐of‐mouth intentions. Moreover, the effect of green benefits on warm glow is more pronounced for consumers with a stronger prevention focus, while those with a stronger promotion focus experience greater psychological empowerment. The findings contribute to the understanding of the internal psychological mechanisms underlying word‐of‐mouth intentions following green consumption. They also offer a new perspective on the spillover effects of green product consumption and enrich the theoretical literature on word‐of‐mouth behavior. Additionally, the study provides valuable practical implications for businesses seeking to effectively manage word‐of‐mouth in the context of green consumption.