Green product purchases on social commerce (S-commerce) platforms are strongly influenced by positive online reviews and consumers’ environmental awareness. This finding comes from a 2026 study by Ni Putu Inten Nindya Paramitha, Akhmad Saufi, and Rosyia Wardani from the University of Mataram, Indonesia. The research highlights how digital interactions and personal values shape sustainable consumption behavior in the online marketplace.
Global consumption patterns are increasingly shifting toward environmentally friendly products as awareness of environmental issues grows. In Indonesia, this trend is also evident, with many consumers considering sustainability in their purchasing decisions. At the same time, the rise of S-commerce has intensified interactions between consumers through reviews, recommendations, and shared experiences on social media.
Research Method
The study involved 150 S-commerce consumers who had purchased green products. Data were collected through online questionnaires and analyzed to identify relationships between key factors influencing purchasing decisions.
According to the respondent characteristics table (page 6), most participants were female (72.67%) and aged 17–30 (84%), with students dominating the user base of S-commerce platforms.
The variables examined include:
- Positive electronic word of mouth (eWOM)
- Green awareness
- Product utility
- Green product purchase decisions
Key Findings
The results show significant relationships:
- Positive eWOM has a significant positive effect on purchasing decisions
- Green awareness also has a significant positive effect
- Product utility strengthens both relationships significantly
- The model explains 81.3% of the variation in purchasing decisions (page 9)
These findings confirm that consumers are influenced not only by digital information but also by their personal environmental awareness. At the same time, the practical benefits of a product remain a key consideration.
Interpretation
The study demonstrates that positive reviews and recommendations on social media play a crucial role in shaping trust and purchase decisions. Consumers tend to rely on shared experiences, especially from friends, family, or online communities.
Environmental awareness also drives more responsible consumption behavior. Consumers who understand the environmental impact of their choices are more likely to prefer green products.
Paramitha and colleagues from the University of Mataram emphasize that purchasing decisions are influenced not only by environmental concern but also by perceived product benefits such as quality, effectiveness, and user satisfaction.
Implications for Business
The findings provide clear strategic direction for businesses:
- Leverage positive online reviews and recommendations as key marketing tools
- Increase consumer education on sustainable consumption
- Highlight functional benefits of products, not just eco-friendly claims
- Maximize the use of S-commerce platforms for sustainability campaigns
For society, the study shows that digital interaction combined with environmental awareness can drive more sustainable lifestyles.
Author Profile
- Ni Putu Inten Nindya Paramitha – University of Mataram, Indonesia
- Akhmad Saufi – University of Mataram, Indonesia
- Rosyia Wardani – University of Mataram, Indonesia
Source
Title: Positive Effect of Electronic Word of Mouth (eWOM) and Green Awareness on Green Product Purchases Moderated by Product Utility in S-Commerce
Journal: International Journal of Business and Applied Economics (IJBAE)
Year: 2026
DOI: https://doi.org/10.55927/ijbae.v5i2.7
0 Komentar