Mediating role of eWOM’s in green behavior interaction and corporate social responsibility: a stakeholder theory perspective

Abstract

Purpose This research aims to explore how policymakers manage the information and communication of green behavior on social platforms to support their growth in corporate social responsibility (CSR). Social platforms play a strategic and interactive role through electronic word-of-mouth (eWOM), which brings unprecedented green purchase opportunities. Design/methodology/approach Based on stakeholder theory, a conceptual framework is designed to investigate the influence of green behavior interactions (GBIs) on CSR under the mediating effects of eWOM subfactors (eWC = eWOM communication, eWIA = eWOM information adoption and eWSC = eWOM source credibility). Data from 414 regular stakeholders of logistics firms were analyzed via structural equation modeling. Findings The results reveal positive influences of the GBI on eWC, eWIA, eWSC and CSR, with path coefficients of 0.329, 0.713, 0.809 and 0.316, respectively. The mediating effects of eWC and eWSC from the GBI to CSR were discovered with path coefficients of 0.105 and 0.226, respectively. Coincidentally, the mediating role of eWIA was positive but not supported. The outcomes of this study indicate that the administration of GBI and eWOM from a green purchase perspective is essential for a firm. The CSR practices of green logistics firms can be successfully supported by the administration of the GBI and eWOM indicators. Originality/value This study develops a novel multidimensional framework that illustrates the impact of eWOM on reducing information asymmetry, enhancing credibility, supporting informed decision-making and improving green consumer behavior. By amplifying positive reviews, increasing engagement and establishing a feedback loop, this framework aims to provide comprehensive insights into the efficacy of eWOM for firms’ products and services.