Work

Unveiling green perception effect: How live streaming scenes and green information influence purchase intention of prepared dishes

Year: 2025

Type: article

Abstract: Topromote the sustainable consumption ofprepared dishes, this study examines how green attribute information (GAI) and live streaming scenes experience (LSSE) influence consumers' green perceptions (GP) – including perceived green value (PGV) and perceived green trust (PGT) – and subsequently affect their purchase intention (PI). Agreen perception model was developed and tested using amixed-method approach. Word cloud analysis was conducted onconsumer comments collected from e-commerce platforms toextract key descriptors and concerns, which informed the design ofastructured questionnaire. Atotal of291 valid responses were analysed using partial least squares structural equation modelling (PLS-SEM). Results show that: (i)GAI does not directly impact PI, indicating that GP isanecessary mediator; (ii)GAI significantly influences PGV, but not PGT; (iii)GP fully mediates the GAI–PI relationship, although PGV has anegligible direct effect onPGT; (iv)LSSE significantly enhances both GP and PI; (v)GP partially mediates the LSSE–PI relationship. These findings highlight the dual role of LSSE in facilitating information adoption and emotional engagement, and suggest that enhancing LSSE design and enriching GAI are effective strategies to increase consumers' green perception and purchase intention towards prepared dishes.

Source: Agricultural Economics (Zemědělská ekonomika)

DOI: 10.17221/247/2024-agricecon

Authors: Shuo Hao, Pei Li, Nannan Zhang, Yang Du, Rui Liang, Ziyang Liu