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Do Attitude and Subjective Norm Mediate the Relationship Between Social Media e-WOM and Green Purchase Intention? An Empirical Investigation Using PLS-SEM

Afsa Parveen & Rashmi Chaudhary

Vikalpa2025https://doi.org/10.1177/02560909241297015article
AJG 1
Weight
0.53

What the paper says

The existing research examines the impact of social media electronic word-of-mouth(e-WOM) adoption on green purchase intention and investigates the mediation effect of attitude and subjective norm between e-WOM adoption and green purchase intention. The theory of reasoned action and the information adoption model has been combined to study this. Data was collected from 228 respondents and analysed through partial least squares structural equation modelling (PLS-SEM). Results revealed partial mediation of green purchase attitude and subjective norm exists in the relationship between e-WOM adoption and green purchase intentions. The research focuses on green purchase intention therefore, it benefits the environment and marketers of green cosmetics.

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https://doi.org/https://doi.org/10.1177/02560909241297015

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@article{afsa2025,
  title        = {{Do Attitude and Subjective Norm Mediate the Relationship Between Social Media e-WOM and Green Purchase Intention? An Empirical Investigation Using PLS-SEM}},
  author       = {Afsa Parveen & Rashmi Chaudhary},
  journal      = {Vikalpa},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/02560909241297015},
}

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Do Attitude and Subjective Norm Mediate the Relationship Between Social Media e-WOM and Green Purchase Intention? An Empirical Investigation Using PLS-SEM

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Evidence weight

0.53

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.70 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.