TY - GEN
T1 - Online Green Purchase Intention in the North Macroregion of Peru
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
AU - Lamadrid Aldana, Milagros
AU - De Los Ángeles Guzmán Valle, María
AU - Gonzalo Acosta Enriquez, Benicio
AU - Ricardo Rocero Salazar, Cesar
AU - Vanessa Li Vega, Fiorella
AU - Elizabeth Alburuqueque Arana, Fausta
AU - Trinidad Flores Lezama, Marilú
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024/1/1
Y1 - 2024/1/1
N2 - The present study investigated the antecedents of online ecological purchase intention considering the impact of electronic service quality and several customer behavioral aspects: ecological word-of-mouth marketing, ecological trust, ecological greenwashing, consumer social responsibility, perceived ecological value, and ecological consumer involvement. Nonprobabilistic samples of 392 respondents from three provinces in the Lambayeque region were collected using a questionnaire. The data were analyzed using partial least squares with the structural equation model. The results show that the quality of electronic services has a significant positive impact on purchase intention. Furthermore, they show that only ecological word-of-mouth marketing positively moderates the relationship between electronic service quality and purchase intention. The results can improve the understanding of Lambayecan consumers' ecological product buying behavior in relation to the electronic service quality provided by companies.
AB - The present study investigated the antecedents of online ecological purchase intention considering the impact of electronic service quality and several customer behavioral aspects: ecological word-of-mouth marketing, ecological trust, ecological greenwashing, consumer social responsibility, perceived ecological value, and ecological consumer involvement. Nonprobabilistic samples of 392 respondents from three provinces in the Lambayeque region were collected using a questionnaire. The data were analyzed using partial least squares with the structural equation model. The results show that the quality of electronic services has a significant positive impact on purchase intention. Furthermore, they show that only ecological word-of-mouth marketing positively moderates the relationship between electronic service quality and purchase intention. The results can improve the understanding of Lambayecan consumers' ecological product buying behavior in relation to the electronic service quality provided by companies.
KW - ecological consumer
KW - ecological word-of-mouth marketing
KW - electronic service quality
KW - purchase intention
UR - https://www.scopus.com/pages/publications/85203822379
U2 - 10.18687/LACCEI2024.1.1.304
DO - 10.18687/LACCEI2024.1.1.304
M3 - Conference contribution
AN - SCOPUS:85203822379
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
PB - Latin American and Caribbean Consortium of Engineering Institutions
Y2 - 17 July 2024 through 19 July 2024
ER -