Impact of e-WOM in Consumer Purchasing Intentions of Organic Food Products

Abstract

This paper explores the influence of electronic word-of-mouth (e-WOM) on consumer purchasing intentions for organic food products. As consumers increasingly turn to online reviews, social media discussions, and peer recommendations for information, e-WOM has become a critical factor in shaping perceptions and decisions regarding organic products. The paper analyzes various e-WOM forms, including online reviews, social media endorsements, and influencer-driven content, to assess their role in consumer behavior towards organic food. Key findings suggest that e-WOM affects consumer attitudes and trust, ultimately influencing their purchase intentions. Positive e-WOM enhances the perceived quality and credibility of organic products, while negative feedback can deter potential buyers, highlighting the power of social proof in organic food marketing. Additionally, factors like message credibility, source trustworthiness, and the emotional appeal of e-WOM significantly impact consumer responses. This study also examines the moderating effects of demographic variables, such as age, education level, and income, which alter how different consumer groups respond to e-WOM in the organic food context. The findings underscore the importance of e-WOM as a marketing tool and suggest that organic food brands should focus on managing their online reputation to maximize positive consumer engagement. By understanding the dynamics of e-WOM, businesses can better design strategies to promote organic products and build stronger, trust-based relationships with consumers, ultimately fostering a higher adoption of organic food in mainstream consumer markets.