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The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam

Author

Listed:
  • Xuan Hung Nguyen
  • Thi Tinh Nguyen
  • Thi Hoai Anh Dang
  • Thanh Dat Ngo
  • Thi Men Nguyen
  • Thi Kim Anh Vu

Abstract

This study aims to analyze and evaluate the influence of electronic word of mouth (eWOM) and perceived value on green purchase intention in Vietnam, with the belief that it plays an intermediary role. The article uses the linear structural model (SEM) to analyze and test hypotheses by surveying 664 consumers in the big cities of Vietnam. The results have shown that eWOM, perceived value, and trust positively affect green purchase intention, in which case eWOM and perceived value make important contributions to the formation of consumer confidence. These findings help managers step up awareness campaigns, encouraging consumers to share useful eWOM information to improve people’s purchase intentions.

Suggested Citation

  • Xuan Hung Nguyen & Thi Tinh Nguyen & Thi Hoai Anh Dang & Thanh Dat Ngo & Thi Men Nguyen & Thi Kim Anh Vu, 2024. "The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam," Cogent Business & Management, Taylor & Francis Journals, vol. 11(1), pages 2292797-229, December.
    • Handle: RePEc:taf:oabmxx:v:11:y:2024:i:1:p:2292797
    DOI: 10.1080/23311975.2023.2292797
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