The role of viral marketing strategies in predicting purchasing intention of eco-labelled products

Abstract

Purpose

Viral marketing through the internet is an important and cost-effective way to promote products. This study aims to examine the impact of viral marketing strategies (level of information, level of entertainment, irritation level and source credibility) on the purchasing intention of eco-labelled products.

Design/methodology/approach

The sample consists of a total of 200 shoppers in Hyperstar store in Tehran located in the Tehran Pars area. Data is analysed using descriptive analysis and structural equation modelling technique using Smart partial least squares 3.0.

Findings

Findings indicate that informativeness, entertainment and source credibility are positively related to the purchase intention of eco-labelled products, whereas, irritation is negatively related to the purchasing intention of eco-labelled products.

Practical implications

This study provides directions for green marketers to develop meaningful communication tools to make customers more knowledgeable about eco-labelled products and tries to promote some of the positive associations that consumers have through green viral communication behaviours.

Originality/value

This study offers empirical insights from the perspective of an emerging economy on the determinants of purchase intention of eco-labelled products.

Citation

Hosseinikhah Choshaly, S. and Mirabolghasemi, M. (2022), "The role of viral marketing strategies in predicting purchasing intention of eco-labelled products", Journal of Islamic Marketing, Vol. 13 No. 5, pp. 997-1015. https://doi.org/10.1108/JIMA-04-2020-0102