TY - JOUR
T1 - The Effectiveness of Product Sustainability Claims to Mitigate Negative Electronic Word of Mouth (N-eWOM)
AU - Halim, Rizal Edy
AU - Rahmani, Shinta
AU - Gayatri, Gita
AU - Furinto, Asnan
AU - Sutarso, Yudi
N1 - Funding Information:
We thank all the undergraduates at the two universities in Indonesia who volunteered to take part in this study and all our colleagues who helped us with the data collection. The authors are grateful to the anonymous reviewers for their helpful comments and suggestions to improve the quality of this paper.
Publisher Copyright:
© 2022 by the authors. Licensee MDPI, Basel, Switzerland.
PY - 2022/3/1
Y1 - 2022/3/1
N2 - The purpose of this study is to investigate the role of negative electronic word-of-mouth (N-eWOM) messages on attitudes, subjective norms, perceived behavior control (PBC), and the intention to purchase sustainable dairy products. This study also investigates the moderating role of product sustainability claims to reduce the effect of N-eWOM on customers. It comprises two experiments on college students (n = 120; 90) who have at least two accounts on different social media platforms. We use both qualitative and quantitative techniques. The model was developed and tested on data collected from questionnaires. The results of Study 1 suggest that N-eWOM reduces purchase intentions, attitudes, subjective norms, and PBC. High N-eWOM reduces purchase intention more than the low N-eWOM. Study 2 found that with high N-eWOM, product sustainability claims (congruent or incongruent) moderate the effect of N-eWOM on attitudes, subjective norms, PBC, and purchase intention. Purchase intention is higher when a product sustainability claim is congruent. These novel findings contribute to our understanding of ways to mitigate the impact of N-eWOM by taking preventive actions, such as making product sustainability claims.
AB - The purpose of this study is to investigate the role of negative electronic word-of-mouth (N-eWOM) messages on attitudes, subjective norms, perceived behavior control (PBC), and the intention to purchase sustainable dairy products. This study also investigates the moderating role of product sustainability claims to reduce the effect of N-eWOM on customers. It comprises two experiments on college students (n = 120; 90) who have at least two accounts on different social media platforms. We use both qualitative and quantitative techniques. The model was developed and tested on data collected from questionnaires. The results of Study 1 suggest that N-eWOM reduces purchase intentions, attitudes, subjective norms, and PBC. High N-eWOM reduces purchase intention more than the low N-eWOM. Study 2 found that with high N-eWOM, product sustainability claims (congruent or incongruent) moderate the effect of N-eWOM on attitudes, subjective norms, PBC, and purchase intention. Purchase intention is higher when a product sustainability claim is congruent. These novel findings contribute to our understanding of ways to mitigate the impact of N-eWOM by taking preventive actions, such as making product sustainability claims.
KW - Attitudes
KW - Negative e-WOM
KW - Perceived behavior control
KW - Product sustainability claim
KW - Purchase intentions
KW - Subjective norm
UR - http://www.scopus.com/inward/record.url?scp=85125315875&partnerID=8YFLogxK
U2 - 10.3390/su14052554
DO - 10.3390/su14052554
M3 - Article
AN - SCOPUS:85125315875
SN - 2071-1050
VL - 14
JO - Sustainability (Switzerland)
JF - Sustainability (Switzerland)
IS - 5
M1 - 2554
ER -
