Transforming Dairy for a Difference: Key Factors Influencing Electronic Word-of-mouth Intention and Purchase Intention for Social Enterprise Dairy Products.

Abstract

This study explores the factors influencing purchase intention and electronic word-of-mouth (eWOM) intention for sustainable dairy products offered by social enterprises. Drawing on the theory of planned behavior, this research extends existing models by incorporating perceived adherence to social missions (PATSM), altruism, and Sustainable Development Goal (SDG) knowledge as key determinants. We collected data through an online survey of 651 Taiwanese consumers familiar with the social enterprise brand "BetterMilk." The findings indicate that altruism and SDG knowledge indirectly influence purchase and eWOM intention through PATSM, outcome expectations, and subjective norms. By demonstrating that altruistic values and SDG knowledge can enhance consumer support for social enterprises, this study offers insights that may inform organizational strategies aimed at strengthening purchase and eWOM intention in the sustainable dairy sector. In addition, this research advocates for integrating sustainability education into entrepreneurship curricula. The implications highlight the potential for social enterprises in the dairy industry to align profitability with purpose, thereby contributing to a more sustainable marketplace.