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.
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Academy of International Business (AIB) Annual Meeting 2016 Proceedings
