How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions

An increasing interest in environmental problems around the world has significantly expanded demand for green goods, transforming marketing into an effective tool businesses to achieve competitive advantage. Yet, as more firms become aware of this strategic advantage, greenwashing activities can also flourish, and customers grow cautious about efforts by firms. The present research examines how expectations affect their buying decisions studying trust, consumer brand engagement word-of-mouth mediate relationship. A total 302 subjects participated a survey study effects using high involvement ad low ad. Results were analyzed PLS-SEM approach. findings show that have no direct effect on purchase decisions, but trust Likewise, perception affects customer indirectly through there is full mediation between purchasing intention word mouth. Therefore, shows having not enough increase purchases. For occur, companies need ensure WOM communicates such consumers these initiatives.