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VOL. 11, ISSUE 4 (2025)
Impact of e-WOM on eco-friendly product purchases: A review of sustainability-driven consumer behaviour
Authors
Ankita Lakra
Abstract
This study delves into the role of electronic
word-of-mouth (e-WOM) in influencing consumer behavior toward eco-friendly
product purchases. It explores the dynamic interplay between sustainability
awareness, trust, and digital communication, highlighting the growing
preference for environmentally sound alternatives. The systematic review
synthesizes findings from various academic sources to address three pivotal
research questions. The analysis identifies critical dimensions like source
credibility, message framing, and platform dynamics as key determinants in
enhancing consumer trust and purchase intent. It also underscores the relevance
of cultural contexts, demonstrating that e-WOM's effectiveness can vary
significantly across regions due to differing socio-cultural norms. The
review’s findings emphasize the dual role of digital platforms: social media
facilitates real-time engagement, while review sites act as detailed
decision-making aids for eco-conscious consumers. Positive e-WOM builds trust
and mitigates skepticism, fostering consumer confidence amidst prevalent
concerns about greenwashing. By bridging the attitude-behavior gap, e-WOM
emerges as a potent tool for promoting sustainable consumption practices. The
study concludes with actionable insights for marketers to optimize e-WOM
strategies, including leveraging influencer partnerships and ensuring
transparency. Recommendations for future research suggest integrating emerging
technologies like AI to enhance e-WOM's credibility and exploring cultural
variability through longitudinal studies.
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Pages:27-32
How to cite this article:
Ankita Lakra "Impact of e-WOM on eco-friendly product purchases: A review of sustainability-driven consumer behaviour". International Journal of Commerce and Management Research, Vol 11, Issue 4, 2025, Pages 27-32
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