Relational bonds and purchase intention toward green agricultural products in livestreaming: The roles of trust, consumer engagement, and perceived value

This study was conducted to explore the relationship between financial bonds (FB), social bonds (SB), structural bonds (STB), trust in broadcasters (TB), trust in products (TP), consumer engagement (CE), perceived value (PV), and purchase intention toward green agricultural products on livestream (API). Quantitative research methods were applied by analyzing data collected from 586 consumers in Vietnam using SmartPLS 4.1.1.4 software. The results showed that FB, SB, and STB have a positive correlation with TB, TP, and CE. In addition, TB and TP both directly affect API and mediate the effects of FB, SB, and STB on CE. At the same time, CE also has a positive impact on API. Meanwhile, PV was found to have an impact on the relationship between TP and API, CE and API. Based on that, the study proposed some managerial implications to help businesses promote customers’ API and proposed theoretical implications for the future.