Exploring the Role of Green Word-of-Mouth in Shaping Green Brand Image and Green Purchase Intentions: A Mediated Model

The idea for protecting the environment has resulted in a shift in demand for eco-friendly products. This study investigates the relationships between green word-of-mouth (WOM), green brand image, and green purchase intentions in the context of cosmetic products. In this study, convenience sampling method through an online survey has been chosen. The data of 274 participants in Antalya, Türkiye who used green cosmetic products have been analyzed using SPSS 27 and AMOS 24 software. The findings revealed a strong correlation between green brand image and purchase intentions, with consumers more likely to purchase from brands that have a positive environmental image. Moreover, green brand image partially mediated the relationship between green WOM and purchase intentions, indicating that a positive green brand image serves as an intermediary factor, converting promising green WOM into increased purchase intentions. The result implies that companies should prioritize green practices and build a strong, authentic brand image through sustainable initiatives. Positive green WOM can significantly enhance consumers’ perception of green brand image and boost purchase intentions. However, companies must be cautious of negative practices, as both direct and indirect relationships exist between green WOM, green brand equity, and green purchase intentions.