Modeling Positive Electronic Word of Mouth and Purchase Intention Using Theory of Consumption Value

Green is a timely and crucial concept in sustainability; therefore, encouraging both public private businesses Malaysia to persistently promote make attempts put green practices into effect similarly crucial. The industry its environment are under pressure as result of acquisition, which still occurring at an alarming rate. Using the theory consumption values (TCV) underlying theory, this study explores potential drivers purchases while also analyzing mediation positive word-of-mouth. Purposive sampling was employed data analysis conducted using covariance-based structural equation modeling (SEM-AMOS). Findings from 336 respondents highlight significance word-of-mouth, emotional value, epistemic major determinants purchase intention. This offers information that will aid suppliers goods motivating customers by emphasizing high-impact product values. Additionally, advocates promotion sustainable word-of-mouth sparking interest purchases.