Consideration of Direct and Indirect Factors Affect Electronic Word-of-Mouth: the Change of Green Product Consumption in the Capital of Vietnam

Abstract

The study explored the impact of several factors on customers’ electronic Word-of-Mouth (eWoM) concerning green products in the capital of Vietnam. A conceptual model was built based on combining The Unified Theory of Acceptance and Use of Technology and the Attitude-Behavior-Context Theory. STATA software was used to analyze the data of valid responses from 412 surveys. The study demonstrated that eWoM is significantly affected by altruistic values, perceived quality, and brand equity. Perceived quality exerts both direct and indirect effects on eWoM through brand equity as a partial mediator. Additionally, brand equity plays the role of a full mediator of the influence of relationship quality on eWoM. Practical solutions can be tailored to support organizations in cultivating robust factors that affect eWoM and drive revenue growth. This research also provides practical value for businesses and marketing policymakers seeking to boost eWoM among general consumers and those with environmental awareness.