Agric. Econ. - Czech, X:X | DOI: 10.17221/247/2024-AGRICECON

Unveiling green perception effect: How live streaming scenes and green information influence purchase intention of prepared dishesOriginal Paper

Shuo Hao^1,2, Pei Li³, Nannan Zhang^1,4, Yang Du¹, Rui Liang⁵, Ziyang Liu¹

¹ Department of Global Business, Kyonggi University, Suwon, Republic of Korea

² School of Economics and Management, North China Institute of Aerospace Engineering, Langfang, P.R. China

³ Department of Fashion Design and Engineering, School of Textiles and Fashion, Shanghai University of Engineering Science, Shanghai, P.R. China

⁴ Department of Data Engineering, Pearl River College of Tianjin University of Finance and Economics, Tianjin, P.R. China

⁵ Business College, Beijing Union University, Beijing, P.R. China

To promote the sustainable consumption of prepared dishes, this study examines how green attribute information (GAI) and live streaming scenes experience (LSSE) influence consumers' green perceptions (GP) – including perceived green value (PGV) and perceived green trust (PGT) – and subsequently affect their purchase intention (PI). A green perception model was developed and tested using a mixed-method approach. Word cloud analysis was conducted on consumer comments collected from e-commerce platforms to extract key descriptors and concerns, which informed the design of a structured questionnaire. A total of 291 valid responses were analysed using partial least squares structural equation modelling (PLS-SEM). Results show that: (i) GAI does not directly impact PI, indicating that GP is a necessary mediator; (ii) GAI significantly influences PGV, but not PGT; (iii) GP fully mediates the GAI–PI relationship, although PGV has a negligible direct effect on PGT; (iv) LSSE significantly enhances both GP and PI; (v) GP partially mediates the LSSE–PI relationship. These findings highlight the dual role of LSSE in facilitating information adoption and emotional engagement, and suggest that enhancing LSSE design and enriching GAI are effective strategies to increase consumers' green perception and purchase intention towards prepared dishes.

Keywords: live streaming scenes experience; green attribute information; perceived green value; perceived green trust; purchase intention

Received: July 14, 2024; Revised: June 24, 2025; Accepted: July 3, 2025; Prepublished online: October 22, 2025