Why Do People Engage in Sustainable Consumption Behavior? Examining the Moderating Role of eWOM

In recent years, consumers have become increasingly concerned about environmental issues and are seeking sustainable purchasing practices. This study aimed to investigate the relationship between consumers’ environmental knowledge (EK) and environmental concerns (EC) and sustainable consumption intention (SCI) and sustainable consumption behavior (SCB). This study also examined the mediating effect of SCI and the moderating effect of electronic word-of-mouth (eWOM) on SCB. This study used the stimulus-organism-response (SOR) model as its conceptual foundation. A total of 459 acceptable responses were collected via an online survey using a non-probability purposive sampling technique. Structural equation modeling, employing partial least squares (SmartPLS version 4.1.0.9), was used to evaluate the study hypotheses. The results indicate that EK and EC directly and indirectly influence SCI and SCB. Furthermore, SCI and SCB had a positive and significant direct influence, and SCI mediated the proposed hypotheses. Moreover, eWOM has a significant and positive influence on SCB, but eWOM does not moderate the relationship between SCI and SCB. This study enhances the existing literature by exploring additional connections, notably studying SCI as a mediator between EK and the EC. In addition, this study is among the few to examine the incorporation of eWOM as a moderator in the SOR from a developing-country perspective, particularly with respect to the SCB aspect. The findings of this study offer significant insights for marketers, academics, and practitioners regarding the antecedents of consumer SCB. This would empower marketers to develop more effective strategies for sustainable market segments across all sectors. JEL Classification: C12, C83, M37, Q56