Positive Effect of Electronic Word of Mouth (eWOM) and Green Awareness on Green Product Purchases Moderated by Product Utility in S-Commerce

Ni Putu Inten Nindya Paramitha; Akhmad Saufi; Rosyia Wardani

doi:10.55927/ijbae.v5i2.7

Authors

Ni Putu Inten Nindya Paramitha University of Mataram
Akhmad Saufi University of Mataram
Rosyia Wardani University of Mataram

DOI:

https://doi.org/10.55927/ijbae.v5i2.7

Keywords:

Positive Electronic Word of Mouth (eWOM), Green Awareness, Green Products, Product Utility, S-Commerce

Abstract

This study aims to analyze the positive effect of Electronic Word of Mouth (eWOM) and Green Awareness Towards Purchasing Green Products on S-Commerce and involving the Product Utility variable as a mediator in the relationship. The method used in this study is associative quantitative. The population in this study were S-Commerce consumers , where the research sample was consumers who had purchased Green Products as many as 150 respondents. Data were collected using a questionnaire compiled based on indicator items from previous studies that had been adjusted to the context of this study. The questionnaire was then distributed online using Google Form with a Likert scale of 1-5 . The data were then analyzed using the SEM approach using SmartPLS V.3.0 software . The results of the study showed that Positive eWOM and Green Awareness have a positive and significant influence on the Purchase of Green Products. Furthermore, Product Utility is able to moderate the positive influence. eWOM and Green Awareness towards Purchasing Green Products positively and significantly.

References

Alamsyah, DP (2019). Customer green awareness and eco-label for organic products. http://creativecommons.org/licenses/by-nc/4.0/

Alamsyah, DP, Aryanto, R., Utama, ID, Marita, LS, & Othman, NA (2020). The antecedent model of green awareness customers. Management Science Letters , 10 (11), 2431-2436.

Al-Kumaim, NH, Shabbir, MS, Alfarisi, S., Hassan, SH, Alhazmi, AK, Hishan, SS, Al-Shami, S., Gazem, NA, Mohammed, F., & Abu Al-Rejal, HM (2021). Fostering a clean and sustainable environment through green product purchasing behavior: Insights from Malaysian consumers' perspective. Sustainability (Switzerland) , 13 (22). https://doi.org/10.3390/su132212585

Ansu-Mensah, P. (2021). Green product awareness effect on university students' green purchase intentions: an emerging market's perspective. Future Business Journal , 7 (1). https://doi.org/10.1186/s43093-021-00094-5

Apriliani, T., & Aqmala, D. (2021). The Influence of Green Brand Image, Green Perceived Value, Green Awareness, and Green Knowledge on Purchasing Decisions. Journal of Accounting, Economics, and Business Management , 1 (1), 66-75.

Aravindan, K.L., Ramayah, T., Thavanethen, M., Raman, M., Ilhavenil, N., Annamalah, S., & Choong, Y.V. (2023). Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value. Sustainability (Switzerland) , 15 (4). https://doi.org/10.3390/su15043009

Cheung, CMK, Lee, MKO, & Thadani, DR (2009). The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decisions. In LNAI (Vol. 5736).

Cheung, R., Lam, AYC, & Lau, M.M. (2015). Drivers of green product adoption: the role of green perceived value, green trust and perceived quality. Journal of Global Scholars of Marketing Science: Bridging Asia and the World , 25 (3), 232–245. https://doi.org/10.1080/21639159.2015.1041781

Fan, L., Wang, Y., & Mou, J. (2024). Enjoy to read and enjoy to shop: An investigation on the impact of product information presentation on purchase intention in digital content marketing. Journal of Retailing and Consumer Services , 76 . https://doi.org/10.1016/j.jretconser.2023.103594

Farahrozi, F., & Verinita, V. (2020). The Influence of Awareness of Green Products, Price, and Brand Image on the Decision to Purchase Green Products from the Body Shop in Padang City. Ekonis: Journal of Economics and Business , 22 (1).

Ferdinand, A. (2014). Management Research Methods . Semarang: Diponegoro University.

Gao, X., & Tian, L., (2019). Effects of awareness and policy on green behavior spreading in multiplex networks. Phys. Stat. Mech. Appl. 514. https://doi.org/10.1016/j.physa.2018.09.067 .

Goodstats. (2023, March 7). How Important Are Eco-Friendly Products to Indonesians? Retrieved from Goodstats.com: https://goodstats.id/article/seberapa-importantkah-produk-ramah-lingkungan-untuk-orang-indonesia-seN7F

Hoffmann, S., Lasarov, W., & Reimers, H. (2022). Carbon footprint tracking apps. What drives consumers' adoption intention? Technology in Society , 69 . https://doi.org/10.1016/j.techsoc.2022.101956

Jeong, E. H., & Jang, S. C. S. (2011). Restaurant experiences triggering positive electronic word-of-mouth (eWOM) motivations. International Journal of Hospitality Management , 30 (2), 356–366. https://doi.org/10.1016/j.ijhm.2010.08.005

Kamalanon, P., Chen, J.S., & Le, TTY (2022). “Why do We Buy Green Products?” An Extended Theory of the Planned Behavior Model for Green Product Purchase Behavior. Sustainability (Switzerland) , 14 (2). https://doi.org/10.3390/su14020689

Kudeshia, C., & Kumar, A. (2017). Social e WOM: does it affect the brand attitude and purchase intention of brands? Management Research Review , 40 (3), 310–330. https://doi.org/10.1108/MRR-07-2015-0161

Kumar, P., & Ghodeswar, B. M. (2015). Factors affecting consumers' green product purchase decisions. Marketing Intelligence and Planning , 33 (3), 330–347. https://doi.org/10.1108/MIP-03-2014-0068

Kwon, J., Chan, KW, Gu, W., & Septianto, F. (2022). The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM. Industrial Marketing Management , 104 , 212–225. https://doi.org/10.1016/j.indmarman.2022.03.011

La-Ragione, G., & Risitano, M. (2025). Rethinking consumer behavior in a green digital marketing landscape. Journal of Business Research , 202 . https://doi.org/10.1016/j.jbusres.2025.115755

Lestari, NI (2020). The influence of green awareness on purchasing decisions of environmentally friendly cosmetic products among generation Y consumers. Journal of Vocational Economics , 3 (1), 36-48.

Long, R., Yuan, X., & Wu, M. (2024). Consumers' green product purchase intention considering para-social interactions: An experimental study based on live-streaming e-commerce. Journal of Cleaner Production , 481 . https://doi.org/10.1016/j.jclepro.2024.144169

Ma, J., Wang, Q. Y., Liu, D., Pan, H., & Ran, H. (2025). Do environmental values drive artificial intelligence products green purchasing behavior? A value-attitude-behavior approach. Acta Psychologica , 260 . https://doi.org/10.1016/j.actpsy.2025.105467

Majeed, A., Ahmed, I., & Rasheed, A. (2022). Investigating influencing factors on consumers' choice behavior and their environmental concerns while purchasing green products in Pakistan. Journal of Environmental Planning and Management , 65 (6), 1110–1134. https://doi.org/10.1080/09640568.2021.1922995

Nath, O., Kumar, S., Sharma, V., Lal Meena, M., & Jain, R. (2023). Design of strategic framework for green sustainable practices in e-commerce companies. Materials Today: Proceedings . https://doi.org/10.1016/j.matpr.2023.03.032

Nguyen, YTH, & Nguyen, HV (2021). An alternative view of the millennial green product purchase: the roles of online product reviews and self-image congruence. Asia Pacific Journal of Marketing and Logistics , 33 (1), 231–249. https://doi.org/10.1108/APJML-10-2019-0612

Ogiemwonyi, O., & Harun, A. B. (2020). Green product awareness has the potential to promote green consumer behavior: Evidence from Kuala-Lumpur. Israel Journal of Ecology and Evolution , 67 (1-2), 39-50. https://doi.org/10.1163/22244662-bja10010

Qasim, H., L. Yan, R. Guo, A. Saeed, and B.N. Ashraf. (2019). The Defining Role of Environmental Self-Identity among Consumption Values and Behavioral Intention to Consume Organic Food. International Journal of Environmental Research and Public Health 16 (7): 1106. https://doi:10.3390/ijerph16071106 .

Sajjanit, C. (2020). Influence of Reference Groups and Positive eWOM on Consumer Responses to Green Products. In Chulalongkorn Business Review (Vol. 42, Issue 3).

Suki, N.M. (2013). Green awareness effects on consumers' purchasing decisions: some insights from Malaysia. In IJAPS (Vol. 9, Issue 2).

Sulhaini, Rusdan, Sulaimiah, & Dayani, R. (2022). Global symbolic-value orientation and positive electronic word of mouth towards local fashion brands. Asia Pacific Management Review , 27 (3), 220–228. https://doi.org/10.1016/j.apmrv.2021.09.003

Suphasomboon, T., & Vassanadumrongdee, S. (2022). Toward sustainable consumption of green cosmetics and personal care products: The role of perceived value and ethical concerns. Sustainable Production and Consumption , 33 , 230–243. https://doi.org/10.1016/j.spc.2022.07.004

Tan , C.N.L., Ojo, A.O., & Thurasamy, R. (2019). Determinants of green product purchasing decisions among young consumers in Malaysia. Young Consumers , 20 (2). https://doi.org/10.1108/YC-12-2018-0898

Tridiwianti, F., & Harti, H. (2021). The Influence of Green Product Awareness and Product Knowledge on Purchasing Decisions for Green Body Care Products. Journal of Commerce Education (JPTN) , 9 (1), 1104-1110.

Wang, P., & McCarthy, B. (2023). Beyond Positive and Negative eWOM: The Role of Trust Propensity and Individuation in Shaping Consumers' Perception of Brand Image. International Journal of Hospitality and Tourism Administration , 24 (3), 387–414. https://doi.org/10.1080/15256480.2021.1988881

Yu, S., & Lee, J. (2019). The effects of consumers' perceived values on intention to purchase upcycled products. Sustainability (Switzerland) , 11 (4). https://doi.org/10.3390/su11041034

Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. In International Journal of Environmental Research and Public Health (Vol. 17, Issue 18, pp. 1–25). MDPI. https://doi.org/10.3390/ijerph17186607