The Role of E-WOM in Mediating the Effect of Digital Green Marketing on Sustainable Purchase Decisions: Evidence from Eco-Friendly Tumbler Consumers at UBP Karawang

Abstract

This study aims to analyze the role of electronic word-of-mouth (E-WOM) in mediating the effect of digital green marketing on sustainable purchase decisions among consumers of eco-friendly products such as certified green tumblers at Universitas Buana Perjuangan (UBP) Karawang. The research employs a quantitative descriptive-verificative approach with a total population of 2,587 management students, from which 52 respondents were selected using a convenience sampling method. Data were collected through online questionnaires using Likert-scale measurements and analyzed using Structural Equation Modeling (SEM) with SmartPLS 3 software. The findings reveal that digital green marketing has a significant indirect effect on sustainable purchase decisions through E-WOM (p < 0.05*), indicating that positive digital discussions and reviews strengthen the relationship between eco-marketing messages and consumer purchasing behavior. Direct effects of green marketing on purchase decisions were weaker, suggesting that E-WOM acts as a key mediating factor in enhancing consumer trust and decision-making toward sustainable products. The study concludes that digital engagement plays a vital role in translating environmental awareness into actual consumer action. Future research is recommended to integrate artificial intelligence (AI) tools, such as social media analytics and sentiment tracking, to optimize digital green marketing strategies for broader sustainability impact.