Green Marketing and the Purchase Behavior of Green Real Estate: The Role of Social Norms and Electronic Word of Mouth

This study investigates the impact of Green Marketing on the purchase behavior of green real estate, examining the mediating role of Electronic Word of Mouth (eWOM) and the moderating role of Social Norms. Data were collected from 387 respondents who have purchased or intend to purchase green real estate in Vietnam and analyzed using SPSS 26 and SmartPLS 4 with the PLS-SEM model. Results reveal that Green Marketing exerts the strongest influence on purchase behavior, both directly and indirectly through eWOM. eWOM partially mediates this relationship, while Social Norms have a direct effect and strengthen the influence of Green Marketing. The model explains 40.1% of the variance in purchase behavior, confirming its suitability and practical value in promoting sustainable real estate consumption