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The Influence of Green Viral Communications on Green Purchase Intentions: The Mediating Role of Consumers’ Susceptibility to Interpersonal Influences

doi: 10.3390/su7054829
This paper aims to incorporate the diffusion of innovation theory and conformity theory to explain consumers’ green purchase intentions. To this end, a conceptual model has been proposed and subjected to empirical verification with the use of a survey method. Using a sample of Taiwanese consumers who had the actual purchase experience of green detergents, this study employed structural equation modeling to verify the hypothesis proposed. The empirical results suggested that green viral communication was positively related to normative interpersonal influence, informational interpersonal influence and green purchase intention. Informational interpersonal influence also had a positive impact on green purchase intention. However, the relationship between consumer’s normative interpersonal influence and green purchase intention was not supported. Thus, this study concludes that green marketers must strengthen their green viral communications skills to enhance consumers’ purchase intentions. In addition, this study also contributes to the literature by stating that consumers’ susceptibility to informational interpersonal relationships is an important mediator in the green viral communication and green purchase intentions relationship. This study discusses implications of the findings and research limitations at the end of the paper.
- Tamkang University Taiwan
TJ807-830, TD194-195, Renewable energy sources, informational interpersonal influence, GE1-350, Environmental effects of industries and plants, Environmental sciences, normative interpersonal influence, green viral communication, green marketing., green purchase intention, green viral communication; green purchase intention; normative interpersonal influence; informational interpersonal influence; green marketing., jel: jel:Q, jel: jel:Q0, jel: jel:Q2, jel: jel:Q3, jel: jel:Q5, jel: jel:O13, jel: jel:Q56
TJ807-830, TD194-195, Renewable energy sources, informational interpersonal influence, GE1-350, Environmental effects of industries and plants, Environmental sciences, normative interpersonal influence, green viral communication, green marketing., green purchase intention, green viral communication; green purchase intention; normative interpersonal influence; informational interpersonal influence; green marketing., jel: jel:Q, jel: jel:Q0, jel: jel:Q2, jel: jel:Q3, jel: jel:Q5, jel: jel:O13, jel: jel:Q56
citations This is an alternative to the "Influence" indicator, which also reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).30 popularity This indicator reflects the "current" impact/attention (the "hype") of an article in the research community at large, based on the underlying citation network.Top 10% influence This indicator reflects the overall/total impact of an article in the research community at large, based on the underlying citation network (diachronically).Top 10% impulse This indicator reflects the initial momentum of an article directly after its publication, based on the underlying citation network.Top 10%
