Agricultural Economics - Online first

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

Shuo Hao, Pei Li, Nannan Zhang, Yang Du, Rui Liang, Ziyang Liu

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

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...