The Effect Of Electronic Word Of Mouth On Green Brand Image Of Wonosalam Organic Coffee Among Generation Z In Jombang
DOI:
https://doi.org/10.29407/ncs5fc42Abstract
Research aim: this study aims to analyze the effect of electronic word of mouth (E-WOM) on social media on the green brand image of Wonosalam organic coffee products, focusing on Generation Z consumers in Jombang Regency.
Design/Method/Approach: this study employs a quantitative approach using a survey method. Data were collected through an online questionnaire distributed to 100 respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS) with the assistance of SmartPLS software to evaluate validity, reliability, and hypothesis testing.
Research Finding: The results indicate that electronic word of mouth (E-WOM) has a positive and significant effect on green brand image, with a path coefficient of 0.899, T-statistic of 16.147, and P-value of 0.000. This finding shows that higher intensity, quality, and credibility of information shared through social media lead to a stronger green brand image
Theoretical contribution/Originality: This study contributes to the development of digital marketing and green marketing literature by confirming the role of E-WOM in shaping green brand image. The originality of this research lies in its focus on local agricultural products, specifically Wonosalam organic coffee, and Generation Z as digital-native consumers, which has received limited attention in previous studies.
Practical/Policy implication: The findings suggest that business actors should optimize digital communication strategies, particularly through social media, by leveraging consumer-generated content to strengthen green brand image and enhance market competitiveness.
Research limitation: This study is limited by the sample size of 100 respondents and the use of a single independent variable (E-WOM). Additionally, the research is confined to Jombang Regency, which may limit the generalizability of the findings.
Keywords:
Electronic Word of Mouth, Green Brand Image, Social Media, Generation Z, Organic CoffeeDownloads
References
[1] Aulia H, Praliana MGT, Maulana Y. The Effect of E-WOM (Electronic - Word of Mouth) Lifestyle on Purchasing Decisions with Brand Image as a Mediating Variable. Asian J Eng Soc Heal 2024; 3:822–36. https://doi.org/10.46799/ajesh.v3i4.301.
[2] Faiza N, Rachman R, Wahyuni A, Wulandari D, Agustin HE. Brand Image and E-WOM: Antecedents of Green Marketing on E-commerce Users’ Purchase Decisions. Amkop Manag Account Rev 2025; 5:1602–17. https://doi.org/10.37531/amar.v5i2.3432.
[3] Pustaka J, Multidisciplinary N. The Influence of Green Marketing, Electronic Word of Mouth (e-WOM), and Product Quality on Avoskin Skincare Product Purchase Decisions through Brand Image as an Intervening Variable 2025; 3:1–16.
[4] Puteri AS, Suhud U, Krissanya N. The Role of E-Wom, Brand Image, Brand Experience, and Brand Trust in Shaping Repurchase Intention on Healthy Instant Noodle Products. Int J Educ Soc Stud Manag 2025; 5:98–112. https://doi.org/10.52121/ijessm.v5i1.598.
[5] Djafarova E, Bowes T. ‘Instagram made me buy it’: Generation Z impulse purchases in fashion industry. J Retail Consum Serv 2021; 59:102–345. https://doi.org/10.1016/j.jretconser.2020.102345.
[6] Erkan I, Evans C. The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Comput Human Behav 2016; 61:47–55. https://doi.org/10.1016/j.chb.2016.03.003.
[7] Ismagilova E, Slade EL, Rana NP, Dwivedi YK. The effect of electronic word of mouth communications on intention to buy: A meta-analysis. Inf Syst Front 2020; 22(5):1203–1226. https://doi.org/10.1007/s10796-019-09924-5.
[8] Barth H, Ulvenblad P, Ulvenblad PO, Hoveskog M. Unpacking sustainable business models in the Swedish agricultural sector– the challenges of technological, social and organisational innovation. J Clean Prod 2021;304:127004. https://doi.org/10.1016/j.jclepro.2021.127004.
[9] Esposito P, Dicorato SL, Doronzo E. The effect of ownership on sustainable development and environmental policy in urban waste management: An explicatory empirical analysis of Italian municipal corporations. Bus Strateg Environ 2021; 30:1067–79. https://doi.org/10.1002/bse.2671.
[10] Goyette I, Ricard L, Bergeron J, Marticotte F. e-WOM Scale: word-of-mouth measurement scale for e-services context. Can J Adm Sci / Rev Can Des Sci l’Administration 2010; 27:5–23. https://doi.org/10.1002/cjas.129.
[11] Chen Y-S. The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. J Bus Ethics 2010; 93:307–19. https://doi.org/10.1007/s10551-009-0223-9.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Retno Putri Agustin, Nuri Purwanto
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
