The role of consumer hope, positive emotional advertising, and multi-context numbers in developing purchase intention and word of mouth of eco-efficient product

The research investigates the impact of customer hope, positive emotional advertising, and multi-context number (MCN) brand strategy on purchase intention word mouth in context an eco-efficient product. This study uses a quantitative survey energy-saving lamp. results indicated that consumer hope positively affects word-of-mouth; advertising numbers have effect intentions. However, has no intentions purchase. result is arising due to consumer‘s skepticism. Positive also does not affect mouth. Meanwhile, mouth, which can explain inability consumers reasons for recommending brands others. implications sustainability practice developing new environmentally friendly products encourage increase these product usages.