Green-Claim Skepticism as a Boundary Condition of Received Green Word-of-Mouth among Generation Z Consumers
DOI:
https://doi.org/10.38035/gmbr.v2i2.733Keywords:
Received green word-of-mouth, Green-claim Skepticism, Environmental Concern, Perceived Consumer Effectiveness, Green Purchase Intention, Generation ZAbstract
Green peer communication is frequently treated as a persuasive route to sustainable consumption, yet its association with purchase intention may depend on consumers' internal evaluations and confidence in environmental claims. This study examines how received green word-of-mouth is associated with green purchase intention among Generation Z consumers in Bandung, Indonesia. Using the stimulus-organism-response framework and self-efficacy reasoning, environmental concern and perceived consumer effectiveness are modelled as parallel mediators, while green-claim skepticism is specified as a direct inhibitor and a first-stage moderator. A cross-sectional purposive survey produced 278 valid responses, which were analysed using partial least squares structural equation modelling. Received green word-of-mouth was positively associated with both mediators, and both were positively associated with purchase intention, whereas its direct path to intention was non-significant. Green-claim skepticism was negatively associated with purchase intention and weakened the first-stage relationships. The conditional indirect effects remained positive but declined as skepticism increased. The findings indicate that peer communication is most relevant when it corresponds with concern and personal efficacy and when environmental claims remain credible and verifiable.
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