The influence of electronic word of mouth and perceived value on green purchase intention in Vietnam

This study aims to analyze and evaluate the influence of electronic word of mouth (eWOM) and perceived value on green purchase intention in Vietnam, with the belief that it plays an intermediary role. The article uses the linear structural model (SEM) to analyze and test hypotheses by surveying 664 consumers in the big cities of Vietnam. The results have shown that eWOM, perceived value, and trust positively affect green purchase intention, in which case eWOM and perceived value make important contributions to the formation of consumer confidence. These findings help managers step up awareness campaigns, encouraging consumers to share useful eWOM information to improve people’s purchase intentions.