The Influence of Electronic WOM on Chinese Gen Z Consumers’ Green Consumption

Abstract

The study explored the influence of electronic word of mouth (electronic WOM) on social media and its impact on Chinese Generation Z (Gen Z) consumers’ green consumption. Existing research on the influence of electronic WOM on social media towards Chinese Gen Z consumers' green product purchase decisions has been relatively limited. This study applies an exploratory qualitative method to conduct in-depth interviews with 30 Chinese Gen Z consumers in China. The findings suggest that electronic WOM on social media directly influence Chinese Gen Z consumers' green consumption. Traditional offline word of mouth (offline WOM) moderates the relationship between electronic WOM on social media and green consumption intentions. The result of this study will contribute word of mouth theory and provides applied social media marketing recommendations for green product manufacturers in mainland China.