In an emerging economy context, this paper examine the determinants of green consumers’ purchase behavior on organic food by analyzing the impact of word-of mouth effects (i.e. tie strength, sender’s green expertise, receiver’s green expertise), conformity behaviors (i.e. normative interpersonal influence and informational interpersonal influence) on green purchase intention. The authors conducted a quantitative study based on a survey in Taiwan. Data collection was implemented in a convenience sampling method. Through structural equation modelling (SEM) analysis, data was analyzed and the empirical results indicate that tie strength, sender’s green expertise, and receiver’s green expertise has a positive influence on green consumer’s susceptibility to informational interpersonal influences and normative interpersonal influences, separately. In addition, informational interpersonal influences and normative interpersonal influences both has a positive relationship with green purchase intention, which will further positively influence green purchase behavior. Finally, theoretical implications, managerial implications and avenues for future research are addressed.
Academy of International Business (AIB) Annual Meeting 2016 Proceedings