Relative influence of media and eWOM on purchase intention of green products

Abstract

With the evolution of robust settings for development, the world is documenting deteriorating environment and human health resulting in increased focus on the consumption activities. Therefore, marketers are trying to push consumers towards the consumption of eco-friendly products. Studies have also shown that there is a substantial influence of word of mouth (WOM) on the consumer's purchase intention. The purpose of this study is to determine the relative influence of media and e-WOM on the purchase intention of consumers towards green products. The data has been collected from the students of a University in Hyderabad through survey method. The findings of this study showcase that both media and e-WOM are significant factors that impact the purchase intention towards green products through the mediating role of attitude. However, the influence through e-WOM is more compared to the media. These results provide useful implications to the marketers in leveraging the source of influence to promote the purchase of green products.