IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i7p5858-d1109467.html
   My bibliography  Save this article

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

Author

Listed:
  • Shi Zheng

    (School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China)

  • Xinyang Lyu

    (School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China)

  • Jie Wang

    (School of Agricultural Economics and Rural Development, Renmin University of China, Beijing 100872, China)

  • Cheryl Wachenheim

    (Agribusiness and Applied Economics, North Dakota State University, Fargo, ND 58101, USA)

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.

Suggested Citation

  • Shi Zheng & Xinyang Lyu & Jie Wang & Cheryl Wachenheim, 2023. "Enhancing Sales of Green Agricultural Products through Live Streaming in China: What Affects Purchase Intention?," Sustainability, MDPI, vol. 15(7), pages 1-26, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:5858-:d:1109467
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/7/5858/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/7/5858/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Robin J. Tanner & Ahreum Maeng, 2012. "A Tiger and a President: Imperceptible Celebrity Facial Cues Influence Trust and Preference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 769-783.
    2. Mingwei Li & Qingjin Wang & Ying Cao, 2022. "Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework," IJERPH, MDPI, vol. 19(7), pages 1-17, April.
    3. Mathew Thomas Gil & Jayanth Jacob, 2018. "The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 15(3), pages 301-319.
    4. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    5. Mengmeng Wang & Xue Fan, 2021. "An Empirical Study on How Livestreaming Can Contribute to the Sustainability of Green Agri-Food Entrepreneurial Firms," Sustainability, MDPI, vol. 13(22), pages 1-19, November.
    6. Zhiyuan Yu & Kun Zhang, 2022. "The Determinants of Purchase Intention on Agricultural Products via Public-Interest Live Streaming for Farmers during COVID-19 Pandemic," Sustainability, MDPI, vol. 14(21), pages 1-22, October.
    7. Wenshan Guo & Ninghua Sun, 2022. "Unprofessional or Admirable? Determinants of Purchasing Behavior in Government Officials’ Livestreamed Shopping," IJERPH, MDPI, vol. 19(20), pages 1-25, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Qiao Sun & Hailin Yao & Chang Wang & Yanfang Xiang & Jing Ma, 2024. "Why Residents Don’t Do What They Say: Exploring the Intention–Behavior Gap in E-Waste Online Recycling Participating," Sustainability, MDPI, vol. 16(19), pages 1-17, September.
    2. Bo Zeng & Xiao Liu & Weimin Zhang & Lianbei Wu & Ding Xu, 2023. "Digital Transformation of Agricultural Products Purchasing: From the Perspective of Short Videos Live-Streaming," Sustainability, MDPI, vol. 15(20), pages 1-18, October.
    3. Qu, Yi & Khan, Jashim & Su, Yuyang & Tong, Jiao & Zhao, Shuo, 2023. "Impulse buying tendency in live-stream commerce: The role of viewing frequency and anticipated emotions influencing scarcity-induced purchase decision," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Wang, Liping & Chen, Longjun & Li, Chuang, 2024. "Research on strategies for improving green product consumption sentiment from the perspective of big data," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. XinMei Ye & Hira Batool & Shi-Zheng Huang, 2023. "The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model," Journal of Innovation and Entrepreneurship, Springer, vol. 12(1), pages 1-21, December.
    2. Songhong Chen & Yuanshu Tian & Siyun Pei, 2024. "Technological Use from the Perspective of Cultural Heritage Environment: Augmented Reality Technology and Formation Mechanism of Heritage-Responsibility Behaviors of Tourists," Sustainability, MDPI, vol. 16(18), pages 1-23, September.
    3. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    4. Le Liu & Yinyun Yan & Xin Tian & Zuoliang Jiang, 2024. "Impact of Text and Image Information on Community Group Buying Performance: Empirical Evidence from Convenience Chain Stores," Sustainability, MDPI, vol. 16(11), pages 1-14, May.
    5. Agus Sugiarto & Cheng-Wen Lee & Andrian Dolfriandra Huruta & Christine Dewi & Abbott Po Shun Chen, 2022. "Predictors of Pro-Environmental Intention and Behavior: A Perspective of Stimulus–Organism–Response Theory," Sustainability, MDPI, vol. 14(23), pages 1-17, December.
    6. repec:dgr:rugsom:04f04 is not listed on IDEAS
    7. Wei-Ching Wang & Chung-Hsien Lin, 2024. "Exploring the Importance of Destination Attributes of Sustainable Urban Waterfronts: Text and Data Mining of Tourists’ Online Reviews," Sustainability, MDPI, vol. 16(6), pages 1-17, March.
    8. Ralph Stephen Leyeza & Mikka Marielle Boado & Obed Butacan & Donn Enrique Moreno & Lourdes Deocariza, 2023. "The Role of Loan-Related Risk Appetite in the Relationship between Financial Risk Considerations and MSME Growth Decision: A Mediation Analysis," JRFM, MDPI, vol. 16(5), pages 1-20, May.
    9. Collins Opoku Antwi & Jun Ren & Wenyu Zhang & Wilberforce Owusu-Ansah & Michael Osei Aboagye & Emmanuel Affum-Osei & Richard Adu Agyapong, 2022. "“I Am Here to Fly, but Better Get the Environment Right!” Passenger Response to Airport Servicescape," Sustainability, MDPI, vol. 14(16), pages 1-24, August.
    10. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    11. Mansoora Ahmed & Sun Zehou & Syed Ali Raza & Muhammad Asif Qureshi & Sara Qamar Yousufi, 2020. "Impact of CSR and environmental triggers on employee green behavior: The mediating effect of employee well‐being," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2225-2239, September.
    12. Davis, Lenita & Wang, Sijun & Lindridge, Andrew, 2008. "Culture influences on emotional responses to on-line store atmospheric cues," Journal of Business Research, Elsevier, vol. 61(8), pages 806-812, August.
    13. Prarawan Senachai & Puthipong Julagasigorn, 2024. "Retail mix instruments influencing customer perceived value and customer engagement: a conceptual framework and research agenda," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    14. Saddam A. Hazaea & Ebrahim Mohammed Al-Matari & Khaled Zedan & Saleh F. A. Khatib & Jinyu Zhu & Hamzeh Al Amosh, 2022. "Green Purchasing: Past, Present and Future," Sustainability, MDPI, vol. 14(9), pages 1-28, April.
    15. Tibert Verhagen & Daniel Bloemers, 2018. "Exploring the cognitive and affective bases of online purchase intentions: a hierarchical test across product types," Electronic Commerce Research, Springer, vol. 18(3), pages 537-561, September.
    16. Yang Zhao & Yixuan Li & Ning Wang & Ruoxin Zhou & Xin (Robert) Luo, 2022. "A Meta-Analysis of Online Impulsive Buying and the Moderating Effect of Economic Development Level," Information Systems Frontiers, Springer, vol. 24(5), pages 1667-1688, October.
    17. Erfgen, Carsten & Zenker, Sebastian & Sattler, Henrik, 2015. "The vampire effect: When do celebrity endorsers harm brand recall?," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 155-163.
    18. Moradi, Masoud & Dass, Mayukh & Kumar, Piyush, 2023. "Differential effects of analytical versus emotional rhetorical style on review helpfulness," Journal of Business Research, Elsevier, vol. 154(C).
    19. Ana Cláudia Amaro & Luisa M. Martinez & Filipe R. Ramos & Karla Menezes & Silvio Menezes, 2023. "An overstimulated consumer in a highly visual world: the moderating effect of the highly sensitive person trait on the attitude towards the ad," Electronic Commerce Research, Springer, vol. 23(3), pages 1429-1458, September.
    20. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    21. Han, Yoonju & Chandukala, Sandeep R. & Li, Shibo, 2022. "Impact of different types of in-store displays on consumer purchase behavior," Journal of Retailing, Elsevier, vol. 98(3), pages 432-452.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:5858-:d:1109467. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.