Abstract: Green consumption is a consumption behavior that emphasizes sustainable development, and promoting green consumption is a profound change in the field of consumption. E-commerce network word-of-mouth (E-WOM) is a powerful information dissemination method and an important reference for consumers before making decisions. Positive e-commerce network word-of-mouth can motivate consumers toward green consumption, thereby stimulating and releasing their green consumption needs. In order to explore how positive e-commerce network word-of-mouth influences consumers' green consumption intentions, this paper builds an impact mechanism model based on the theory of planned behavior, collects data through questionnaires, and uses regression methods for empirical analysis. The research results show that:positive E-WOM has a significant positive impact on consumers' green consumption intention; positive E-WOM has a positive effect on consumers' attitude towards green consumption, subjective norms of green consumption, and control of green consumption perception behavior; consumers' green consumption attitude, green consumption subjective norm, and green consumption perception behavior control all play a mediating role in the relationship between positive online word of mouth and green consumption intention. The research conclusions are helpful for the shopping platform to manage the online word-of-mouth reasonably, give full play to the advantages of word-of-mouth marketing, and promote the marketing of green products.

Key words: positive network word-of-mouth, planned behavior theory, green consumption intention