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

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.