The influence of Electronic Word of Mouth and Perceived value on Green Purchase Intention

This study investigates the influence of Electronic Word of Mouth (eWOM) and Perceived Value (PV) on Green Purchase Intention (GPI), addressing the growing need to understand sustainable consumer behavior in the digital age. While prior research has emphasized trust as a primary determinant of GPI, this study critically examines its mediating and moderating roles alongside other key factors such as green brand positioning and consumer attitude. The motivation stems from increasing green skepticism and the importance of credibility in shaping green buying behavior, especially in emerging markets like Pakistan. A quantitative, cross-sectional design was employed, utilizing a structured survey distributed among Pakistani consumers aged 18 and above who were aware of green products. A non-probability purposive sampling technique yielded a sample size exceeding 300 respondents. The analysis was conducted using Structural Equation Modelling (SEM). Findings indicate that perceived value significantly influences attitude toward green brands and GPI, while trust has a limited direct effect on purchase intention. eWOM, although impactful on trust, does not directly influence GPI unless reinforced by brand positioning. Notably, green brand positioning emerged as a key moderator and driver, enhancing the impact of other variables on GPI. The originality of this research lies in re-evaluating trust's role and highlighting the strategic importance of brand positioning and perceived value in sustainable marketing. The study contributes both theoretically and practically by guiding marketers on leveraging credibility, digital engagement, and value-driven messaging to foster sustainable consumer behaviors.