Exploring the Mediating Effects of the Theory of Planned Behavior on the Relationships between Environmental Awareness, Green Advocacy, and Green Self-Efficacy on the Green Word-of-Mouth Intention

Shih-Wei Wu and Pei-Yun Chiang ()
Additional contact information
Shih-Wei Wu: Department of Business Management, National Taipei University of Technology, Taipei 10608, Taiwan
Pei-Yun Chiang: Department of Business Management, National Taipei University of Technology, Taipei 10608, Taiwan

Sustainability, 2023, vol. 15, issue 16, 1-27

Abstract: The concept of green and sustainable has long been a global trend in consumerism. This study examines the mediating variables involved in the Theory of Planned Behavior (namely attitude, subjective norms, and perceived behavioral control) to explore their mediating relationship with green word-of-mouth intention and the impact on subsequent green product purchase behavior. The aim is to clarify the antecedents of green word-of-mouth intention and the establishment of mediating variables in order to construct a framework for understanding the influence of consumers green product purchase decisions using Google online surveys and traditional paper surveys and subsequently analyze them via statistical software SPSS 23.0. The results indicated significant relationships between environmental awareness, green advocacy, green self-efficacy, and green word-of-mouth intention. Furthermore, attitude, subjective norms, and perceived behavioral control were found to mediate a partial mediating relationship between the antecedent variables and green word-of-mouth intention. This study also demonstrated the significant impact of green word-of-mouth intention on consumers green product purchase behavior.

Keywords: environmental awareness; green advocacy; green self-efficacy; green word-of-mouth intention; theory of planned behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/16/12127/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/16/12127/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:16:p:12127-:d:1212906

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().