The role of eWOM adoption on green purchase intentions among intergenerational consumers from urban tiers of India

This paper examines how the adoption of electronic word of mouth (eWOM) influences green purchase intentions of intergenerational customers in the online market. By incorporating digital information into consumer decision-making, the study investigates how information credibility, information quality, green claims, and price sensitivity affect eWOM adoption and, subsequently, green purchase intention. Additionally, generational cohorts (Baby Boomers, Generation X, Generation Y, and Generation Z) are considered as a moderating variable in the relationship between eWOM adoption and green purchase intention. A structured online survey was used to collect data from 512 respondents across Tier 1, Tier 2, and Tier 3 cities in India. The findings suggest that information credibility, information quality, and price sensitivity significantly influence eWOM adoption, which, in turn, strengthens green purchase intention. Moreover, the results indicate that Generation Z is more positively influenced by eWOM adoption compared to other generations. Conversely, green claims do not significantly influence eWOM adoption. In addition, the research highlights the role of eWOM adoption in influencing consumers’ green purchasing behaviour in e-commerce settings. It also underscores the importance of credible, high-quality online reviews across generational groups, which can be useful to marketers and policymakers.