Enhancing Sales of Green Agricultural Products through Live Streaming in China: What Affects Purchase Intention?

Abstract

Live streaming of agricultural products can reduce farmer losses caused by unsalable agricultural products and increase the income of farmers. Live streaming can be especially effective for green product sales as it can increase viewer understanding of and interest in the production and attributes of green products. Using the stimulus, organization, and response theoretical framework, this paper explores the influence of agricultural products anchors’ characteristics on consumers’ purchasing behavior and the mediating effect of green consumption cognition. The data come from surveys distributed online to Chinese shoppers who had participated in an agricultural livestreaming event. A total of 691 valid responses were received. Anchor characteristics of influence, sales promotion, and interactive entertainment were found to positively impact consumers’ purchasing behavior. Green consumption cognition, composed of environmental problem perception and green consumption awareness, has a positive impact on purchasing intent. Furthermore, anchor characteristics of influence and sales promotion can positively influence consumers’ purchasing behavior indirectly through green consumption cognition.

How to interact with consumers to enhance their purchase intention? Evidence from China’s agricultural products live streaming commerce

“…This study contributes to the existing research on the factors influencing consumers' purchase decisions in the live room of agricultural products (e.g. Deng et al ., 2021; Zheng et al ., 2023) and differentiates the impact of various perceived values on the intention to purchase agricultural products. In this study, the perceived entertainment value has the greatest impact on consumers' intention to purchase agricultural products.…”

“…Existing studies have proved that many factors may affect agricultural products sales in live streaming commerce, including the quality of live streaming business (e.g. system quality, service quality) (Dong et al ., 2022), interactivity, product familiarity (Yu and Zhang, 2022), sales promotion (Zheng et al ., 2023). As a critical characteristic of live-streaming commerce (Kang et al ., 2021), interaction has been proven to play a vital role in consumer purchases (e.g.…”

“…It expands on the relevant research regarding the factors influencing consumers' purchase decisions in the agricultural products market (e.g. Deng et al ., 2021; Zheng et al ., 2023). Third, previous research has primarily highlighted live interaction as a significant influencing factor for consumers' purchase decisions (e.g.…”

Using Social Network Analysis to Identify the Critical Factors Influencing Residents’ Green Consumption Behavior

“…Among them, the internal psychological factors were divided according to the psychological variables in the consumer market segmentation variables, and the external factors were divided according to the PESTEL analysis model [45,46]. Secondly, many studies view cognition as an important foundation for behavior, believing that behavior is often based on a person's cognitive level [24,47,48]. At the same time, many scholars have established the current situation of social responsibility and its impact on green consumption [49,50].…”

Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming

“…Even though live streaming is a relatively new phenomenon, it has already had a significant economic impact and a positive incentive effect on the sales of agricultural products [4]. The combination of two different factors-live streaming and agricultural products-has had a catalytic effect, tapping the potential of the agricultural market, effectively alleviating the difficulty of selling, assisting industrial development, and boosting farmers' income [5]. It is also a significant innovation in the sale of agricultural products.…”