The impact of word of mouth on intention to purchase green products : an empirical study

الملخص EN

The purpose of this study was to examine relationships between word of mouth (WOM); environmental awareness; attitude towards green products (ATGP); and intention to purchase green products (IPGP).

The research employs a survey-based method.

Using a 19-item questionnaire and convenience sampling method, the data were collected from 226 students enrolled at a university of Algiers (3) in Algeria.

Multiple and simple linear regression was used to test the proposed hypotheses.

The results show that the WOM; environmental awareness and ATGP have a significant positive impact on consumer's IPGP.

Moreover, WOM has a positive impact on both environmental awareness and ATGP; also, environmental awareness has a significant positive impact on ATGP.