Exploring the Mediating Effects of the Theory of Planned Behavior on the Relationships between Environmental Awareness, Green Advocacy, and Green Self-Efficacy on the Green Word-of-Mouth Intention

The concept of green and sustainable has long been a global trend in consumerism. This study examines the mediating variables involved in the Theory of Planned Behavior (namely attitude, subjective norms, and perceived behavioral control) to explore their mediating relationship with green word-of-mouth intention and the impact on subsequent green product purchase behavior. The aim is to clarify the antecedents of green word-of-mouth intention and the establishment of mediating variables in order to construct a framework for understanding the influence of consumers green product purchase decisions using Google online surveys and traditional paper surveys and subsequently analyze them via statistical software SPSS 23.0. The results indicated significant relationships between environmental awareness, green advocacy, green self-efficacy, and green word-of-mouth intention. Furthermore, attitude, subjective norms, and perceived behavioral control were found to mediate a partial mediating relationship between the antecedent variables and green word-of-mouth intention. This study also demonstrated the significant impact of green word-of-mouth intention on consumers green product purchase behavior.