Environmental Concern and Positive e-WOM: Engaging University Students in Green Purchases

Abstract

This study explores the impact of positive emotions (joy and pride) on engagement in electronic word-of-mouth (eWOM) and its consequent effect on green purchasing behavior, considering concern for the environment as a moderating variable. Following the Stimulus-Organism-Response (S-O-R) framework, this study attempts to build on previous eWOM research by incorporating self-conscious emotions as mediators to bring out the impact of emotional engagement on sustainable consumption. Through a quantitative survey conducted on 195 university students from Vietnam, the study tested the hypotheses using Partial Least Squares Structural Equation Modelling (PLS-SEM). The results demonstrate that joy and pride significantly improve eWOM engagement, which in turn increases green purchasing intentions and behavioral changes. In addition, concern for the environment strengthens these relationships, suggesting that consumers who possess greater ecological concern respond more actively to joyful emotional signals in eWOM. These findings make theoretical contributions by integrating eWOM with consumer emotions, and sustainability research, while also addressing practical ramifications for brands in the context of digital marketing strategies. Moreover, marketers can leverage these insights towards aiding the adoption of green products by encouraging positive eWOMs, influencer emotive appeals, and campaigns aimed at environmentally conscious consumers.