Abstract

This study aims to analyze the positive effect of Electronic Word of Mouth (eWOM) and Green Awareness Towards Purchasing Green Products on S-Commerce and involving the Product Utility variable as a mediator in the relationship. The method used in this study is associative quantitative. The population in this study were S-Commerce consumers , where the research sample was consumers who had purchased Green Products as many as 150 respondents. Data were collected using a questionnaire compiled based on indicator items from previous studies that had been adjusted to the context of this study. The questionnaire was then distributed online using Google Form with a Likert scale of 1-5 . The data were then analyzed using the SEM approach using SmartPLS V.3.0 software . The results of the study showed that Positive eWOM and Green Awareness have a positive and significant influence on the Purchase of Green Products. Furthermore, Product Utility is able to moderate the positive influence. eWOM and Green Awareness towards Purchasing Green Products positively and significantly.

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