The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention

Abstract

The current paper was a quantitative study examining the mediating role of E-WOM when it comes to content marketing and its connection with green purchasing intentions in Jordan. The underpinning theory in this study was the social communication (SC) theory. A survey questionnaire was used to collect relevant data, after being distributed to the general managers. Overall, 202 questionnaires were used in this paper's data analysis, and the outcomes were investigated through partial least squares structural equation modeling. The results of the analysis denoted that the E-WOM controlled the relationship of content marketing with green purchasing intentions. As a result, this paper offers practical findings that companies in Jordan could boost customer intention to purchase green products, by achieving word of mouth and presenting suitable marketing content.

Influences of background factors on consumers’ purchase intention in China’s organic food market: Assessing moderating role of word-of-mouth (WOM)

“…Besides discussing the mediation role of WOM, the moderation role of WOM has been explored regarding green purchase intention by Mansoor and Noor (2019), the study claimed that positive WOM is capable of significantly moderating the relationship between environmental concern, green awareness, and green purchase intention. Specific to local culinary business, eWOM has indicated its direct effect on consumers' intention of purchasing local food (Hamdani et al, 2018). Moreover, the significant impact of WOM effects on consumers' purchase decision on organic food was also identified in the study by Chang and Chang (2017).…”

Examining the Moderating Effects of Green Marketing and Green Psychological Benefits on Customers’ Green Attitude, Value and Purchase Intention

“…Green purchase intention is an essential part of the actual green purchasing customer's behavior. It represents that he/she aims to purchase that product if it is attractive and valuable to him/her [58]. Besides, as customer-centric environmentalism is predominant, researchers suggest that the perceived green value of a customer acts as the main character in buying behavior [59,60].…”

Conceptualising Digital Content Marketing for Greater Consumer Brand Engagement

“…Despite the heightened interest in the concept of Content Marketing in general and Digital Content Marketing in particular, very few conceptual research (e.g., Beard et al, 2021;Hollebeek & Macky, 2019;Holliman & Rowley, 2014;Pulizzi, 2014) or empirical research (e.g., Al-Gasawneha & Al-Adamat, 2020;Human et al, 2018;Lou et al, 2019;Lou and Xie, 2020 ;Müller & Christandl, 2019;Taiminen & Ranaweera, 2019) have found their way into peer-reviewed literature. Even out of those, very few have tried to identify and unify the characteristics of DCM that motivate consumers to seek and interact with such content or to identify consumers' preferred digital platform or DCM content formats.…”