FOMO and green service purchase intentions: a stimulus-organism-response perspective

Purpose The study examines green service purchase intentions (GSPIs) of Indian consumers through the lens of the stimulus-organism-response (S-O-R) framework. The study considers environmental concern and green word of mouth (GWoM) as stimuli, fear of missing out (FOMO) as the organism and GSPIs as the response. Design/methodology/approach Using a cross-sectional survey design, the study uses a structural equation modelling approach to analyse 320 responses collected from the Indian consumers. Findings GWoM and environmental concern influenced FOMO and GSPI. FOMO mediated the relationship between environmental concern, GWoM and GSPIs. Originality/value This study exhibits the pivotal role of FOMO – both as a driver and a mediator of GSPIs – and establishes it as a driver of socially desirable behaviour, thereby making the study novel. The study also tries to evaluate FOMO as the organism, driven by novel stimuli, thereby advancing the literature on S-O-R theory.