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Familiar Yet New: How Design-Driven Innovation and Brand Image Affect Green Agricultural Product Purchase Intentions in the Live Streaming Environment

Author

Listed:
  • Xuguang Zhu

    (School of Art and Design, Zhejiang Sci-Tech University, Hangzhou 311199, China)

  • Yihan Zhang

    (School of Art and Design, Zhejiang Sci-Tech University, Hangzhou 311199, China)

  • Zeyu Wu

    (School of Art and Design, Zhejiang Sci-Tech University, Hangzhou 311199, China)

Abstract

With the rapid development of live streaming e-commerce, green agricultural products have become an important consumer category. However, sales still face challenges such as weak brand effects, content homogeneity, and the lack of professional hosts. Research shows that various factors influence consumers’ purchase intentions, with design-driven attributes and brand image playing crucial roles. However, their impact in the context of green agricultural product live streaming remains underexplored. This study, based on the S-O-R theory, investigates the factors that stimulate consumer purchase intentions for green agricultural products and reveals the influence of design-driven attributes on purchase intentions. A total of 472 valid responses were collected through a questionnaire. The results indicate that social presence and brand image have a positive impact on purchase intention, with green perceived value and emotional attitude acting as full mediators. However, design-driven attributes do not have a significant direct impact on purchase intention. Nevertheless, emotional attitude plays a significant mediating role between design-driven attributes and purchase intention. This study contributes to the research on consumer behavior and perceived value in live streaming environments, particularly emphasizing the importance of design-driven attributes, and provides insights for optimizing live streaming strategies and improving agricultural product design.

Suggested Citation

  • Xuguang Zhu & Yihan Zhang & Zeyu Wu, 2025. "Familiar Yet New: How Design-Driven Innovation and Brand Image Affect Green Agricultural Product Purchase Intentions in the Live Streaming Environment," Sustainability, MDPI, vol. 17(2), pages 1-15, January.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:2:p:522-:d:1564685
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    References listed on IDEAS

    as
    1. Jinying Li & Gukseong Lee, 2024. "The Role of Broadcasters and Brand Image in Improving Consumer Loyalty—Evidence From Live Streaming on Chinese Social Platforms," SAGE Open, , vol. 14(1), pages 21582440241, March.
    2. Yu‐Shan Chen, 2013. "Towards green loyalty: driving from green perceived value, green satisfaction, and green trust," Sustainable Development, John Wiley & Sons, Ltd., vol. 21(5), pages 294-308, September.
    3. 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.
    4. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    Full references (including those not matched with items on IDEAS)

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