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E-waste-word of mouth (EW-WOM) generation: a fuzzy set qualitative comparative analysis (fs/QCA)

Sajad Rezaei (Department of Marketing and Enterprise, University of Worcester, Worcester, UK)
Ree Chan Ho (Taylor’s Business School, Taylor’s University, Subang Jaya, Malaysia)

Online Information Review

ISSN: 1468-4527

Article publication date: 29 April 2021

Issue publication date: 19 October 2021




This study aims to examine the asymmetrical relationships among information-sharing desire, moral attitudes, lack of concern, relative advantage, market maven tendency and complexity as the antecedents of E-waste-word of mouth (EW-WOM) generation.


To obtain a holistic view and the interrelationships between conditions, the configural analysis was conducted to assess the asymmetrical relationships using fuzzy set qualitative comparative analysis (fs/QCA). In addition, construct validity, reliability and symmetrical relationships between antecedent conditions (i.e. exogenous constructs) and outcome conditions (i.e. endogenous constructs) are examined using variance-based structural equation modeling (VB-SEM) technique.


Results imply that market maven tendency accounts for 86.8% of the sum of the memberships in EW-WOM generation. In total, 11 configurations show sufficiency in constructing EW-WOM generation. The configuration of relativeadvanta*moralattitudes*marketmaventend shows the highest consistency value (0.939684) in producing EW-WOM generation (outcome condition). The ∼relativeadvanta *moralattitudes*complexity*∼lackfconcern with raw coverage of 0.626757 and consistency value of 0.864088 show the most sufficient configuration path in producing the outcome.


Product review and recommendation are easily shared in various communication formats and consumers are prone to disseminate information and their experiences with other market segments. However, the role and phenomena of such viral communication in preventing environmental issues caused by electronic and electrical devices (i.e. E-waste) are not well understood. This study is among a few attempts at understanding consumer's decision-making process to engage in E-waste activities such as the reduction of garbage, recycling, compositing and the reuse of electronic or electrical devices.

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Rezaei, S. and Ho, R.C. (2021), "E-waste-word of mouth (EW-WOM) generation: a fuzzy set qualitative comparative analysis (fs/QCA)", Online Information Review, Vol. 45 No. 7, pp. 1341-1361.



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