The Impact of E-Commerce Live Streaming on Purchase Intention for Sustainable Green Agricultural Products: A Study in the Context of Agricultural Tourism Integration

Wenkui Jin () and Wenying Zhang
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Wenkui Jin: College of Furnishings and Industrial Design, Nanjing Forestry University, Nanjing 210037, China
Wenying Zhang: College of Furnishings and Industrial Design, Nanjing Forestry University, Nanjing 210037, China

Sustainability, 2025, vol. 17, issue 15, 1-22

Abstract: Growing awareness of sustainable development and green consumer concerns is driving the market expansion for green agriculture products. E-commerce live streaming gives rural enterprises a new channel through scenario-building and interaction, while agro-tourism integration combines resources to generate a variety of promotion scenarios. This study examines the effects of external stimuli, including social networks, resource endowment, infrastructure, and the characteristics of e-commerce streamers, on the perception, trust, perceived value, and purchase intention of green consumption. It is based on the SOR (Stimulus–Organism–Response) theoretical model and focuses on e-commerce live streaming in the agriculture-tourism integration scenario. According to a structural equation modeling (SEM) analysis of 350 consumer questionnaires, these external stimuli primarily influence purchase intention through perceived value, trust, and green consumption cognition, with resource endowment having the most significant impact. The effects of infrastructure on perceived value and streamer attractiveness on green consumption cognition are not statistically significant. This research not only broadens the use of the SOR model in the emerging field of agritourism integration but also offers rural businesses theoretical backing and useful guidance to maximize e-commerce live marketing and enhance agritourism integration.

Keywords: green agricultural products; sustainability; e-commerce live streaming; integration of agriculture and tourism; purchase intention; SOR model (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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