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<p>As environmental awareness increasingly shapes consumer behavior, green marketing has emerged as a strategic tool for strengthening electronic word-of-mouth (eWOM) and brand loyalty. Yet, this approach carries a paradox: While it can build trust, it also risks skepticism if perceived as greenwashing. This study examines the role of corporate social responsibility (CSR) as a mediator and consumer factors environmental values and attitudes toward green products as moderators in the relationship between green marketing, loyalty, and eWOM. Using survey data from 278 North African consumers, structural equation modeling (SEM) reveals that green marketing initiatives significantly enhance brand loyalty and eWOM, with CSR playing a pivotal mediating role. Consumer environmental values strengthen the impact of green marketing on brand loyalty, though they do not affect eWOM, while attitudes toward green products show no significant moderating effect. These findings highlight the need for authentic CSR integration to ensure green marketing fulfills its promise rather than reinforcing skepticism. By offering empirical insights from North Africa, an underexplored emerging market, this research advances understanding of the dynamics between green marketing, CSR, and sustainable consumer behavior.</p>

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A promise or paradox? Assessing corporate social responsibility and green marketing's impact on electronic word of mouth in emerging markets

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年2月16日

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  • Muhammad Ikram,
  • Ahmed Meliani

摘要

As environmental awareness increasingly shapes consumer behavior, green marketing has emerged as a strategic tool for strengthening electronic word-of-mouth (eWOM) and brand loyalty. Yet, this approach carries a paradox: While it can build trust, it also risks skepticism if perceived as greenwashing. This study examines the role of corporate social responsibility (CSR) as a mediator and consumer factors environmental values and attitudes toward green products as moderators in the relationship between green marketing, loyalty, and eWOM. Using survey data from 278 North African consumers, structural equation modeling (SEM) reveals that green marketing initiatives significantly enhance brand loyalty and eWOM, with CSR playing a pivotal mediating role. Consumer environmental values strengthen the impact of green marketing on brand loyalty, though they do not affect eWOM, while attitudes toward green products show no significant moderating effect. These findings highlight the need for authentic CSR integration to ensure green marketing fulfills its promise rather than reinforcing skepticism. By offering empirical insights from North Africa, an underexplored emerging market, this research advances understanding of the dynamics between green marketing, CSR, and sustainable consumer behavior.