The purpose of this paper is to investigate the role of green word-of-mouth (GWOM) in increasing consumers' green product awareness (GPA) using Stimulus-Organism-Response (SOR) model in combination with theory of planned behaviour (TPB). The study also investigated the mediating role of GPA in the relationship between GWOM and green purchase intention (GPI).
A structured questionnaire was used for data collection. A total of 362 responses were collected using judgement sampling. This sampling technique allowed the researcher to choose participants who are most likely to contribute to the study's objectives, as informed consumers were better positioned to contribute to green purchasing intention. The data were analysed using the partial least square-structural equation modeling (PLS-SEM) approach.
The findings reveal that GWOM played a substantial role in increasing GPA with a significant path coefficient (β = 0.558) and ultimately influences GPI with a path coefficient (β = 0.542). In addition, GPA influences GPI with a path coefficient (β = 0.338). The results also confirmed the mediation of GPA (β = 0.188) in the relationship of GWOM and GPI. This implies the importance of increasing consumer awareness through reliable peer communication.
The study provides valuable insights for marketers by showing that increasing awareness of green products through word of mouth (WOM) can significantly increase their purchase intention. By leveraging authentic peer communication, influencer engagement and increasing community involvement programmes, marketers can effectively encourage consumers' sustainable behaviour.
This study provides a new perspective on consumer behaviour by exploring the relationship between GWOM and GPA by combining SOR framework with TPB in the Indian context. Additionally, it also provides insights for marketers for utilising peer communication, awareness initiatives and use of segmentation-based approaches targeting non-green consumers to boost sustainable behaviour.
