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

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.