THE ROLE OF CONSUMER HOPE, POSITIVE EMOTIONAL ADVERTISING, AND MULTI-CONTEXT NUMBERS IN DEVELOPING PURCHASE INTENTION AND WORD OF MOUTH OF ECO-EFFICIENT PRODUCT

Tri Esti Masita, Pramono Hari Adi, Wiwiek Rabiatul Adawiyah and Faizal Wihuda
Additional contact information
Tri Esti Masita: Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia
Pramono Hari Adi: Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia
Wiwiek Rabiatul Adawiyah: Faculty of Economics and Business, University of Jenderal Soedirman, Indonesia
Faizal Wihuda: Al Irsyad Al Islamiyyah, Purwokerto, Indonesia

Ekonomski pregled, 2022, vol. 73, issue 3, 390-414

Abstract: The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention and word of mouth in the context of an eco-efficient product. This study uses a quantitative survey on an energy-saving lamp. The results indicated that consumer hope positively affects word-of-mouth; positive emotional advertising and multi-context numbers have a positive effect on purchase intentions. However, consumer hope has no impact on the intentions of purchase. This result is arising due to the consumer‘s skepticism. Positive emotional advertising also does not affect word of mouth. Meanwhile, the multi-context number does not affect word of mouth, which can explain the inability of consumers to explain the reasons for recommending brands to others. This study has implications for research in sustainability and the practice of developing new environmentally friendly products to encourage the increase of these product usages.

Keywords: eco-efficient product; consumer hope; multi-context number; emotional advertising; word of mouth (search for similar items in EconPapers)
JEL-codes: M31 M37 Q56 (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.32910/ep.73.3.3 (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:hde:epregl:v:73:y:2022:i:3:p:390-414

Ordering information: This journal article can be ordered from
Ekonomski pregled, Hrvatsko društvo ekonomista, Heinzelova 4a, 10000 Zagreb, Croatia
http://www.hde.hr/pregled_en.aspx

Access Statistics for this article

Ekonomski pregled is currently edited by Josip Tica

More articles in Ekonomski pregled from Hrvatsko društvo ekonomista (Croatian Society of Economists) Contact information at EDIRC.
Bibliographic data for series maintained by Josip Tica ().