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Author(s): Abhinav Agrawal, Minal Shah, Dharmendra Kumar Gangeshwer

Email(s): skabhinava@gmail.com

Address: Bhilai Institute of Technology, Chhattisgarh, India.
Bhilai Institute of Technology, Chhattisgarh, India.
Bhilai Institute of Technology, Chhattisgarh, India.

*Corresponding Author: skabhinava@gmail.com

Published In:   Volume - 32,      Issue - 2,     Year - 2026

DOI: 10.52228/JRUA.2026-32-2-15  

ABSTRACT:
This research investigates green purchase intention among university students through an extended Theory of Planned Behavior with digital related variables including influencer credibility, electronic word of mouth and social media engagement. A cross-sectional questionnaire-based study was carried out among 512 students of various universities located in Raipur, Chhattisgarh. Data were processed through Confirmatory Factor Analysis and Structural Equation Modeling. The results demonstrate that attitude, subjective norms, perceived behavioral control, influencer credibility, electronic word-of-mouth, and social media engagement are significant predictors of green purchase intention. Also, Electronic word of mouth significantly mediates the relationship between influencer credibility and subjective norms. The moderation analyses revealed that the effects of social media engagement were stronger among course level whereas gender differences were detected but not consistent in direction. This research advances the literature by applying digital aspects of behavior to extend the Theory of Planned Behavior within the context of the developing world and delivers practical applications for those seeking to effectively target youth, consumers, and students globally for sustainable consumption in part via digital means.

Cite this article:
Agrawal, Shah and Gangeshwer (2026). Digital Influencers and Electronic word of mouth (eWom) Effects on Green Purchase intention among Students. Journal of Ravishankar University (Part-A: SOCIAL-SCIENCE), 32(2), pp.155-171. DOI:https://doi.org/10.52228/JRUA.2026-32-2-15


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