How brand familiarity affects green product purchase intention: The moderating role of streamers' environmental knowledge

被引：0

作者：

Wu, Shuilong ^{[1
]}

Hu, Zekun ^{[1
]}

Li, You ^{[1
]}

Yuan, Yongna ^{[2
]}

机构：

[1] Beijing Inst Technol, Sch Management, Beijing 100081, Peoples R China

[2] Univ Chinese Acad Sci, Sch Publ Policy & Management, Beijing 100049, Peoples R China

来源：

TECHNOLOGY IN SOCIETY | 2024年 / 77卷

基金：

中国国家自然科学基金;

关键词：

Live streaming shopping; Brand familiarity; Environmental knowledge; Green perceived value; Green products; PERCEIVED VALUE; DECISION-MAKING; SELF-IDENTITY; BEHAVIOR; CONSUMERS; QUALITY; CHOICE; PERCEPTIONS; PREFERENCE; AWARENESS;

D O I：

10.1016/j.techsoc.2024.102572

中图分类号：

D58 [社会生活与社会问题]; C913 [社会生活与社会问题];

学科分类号：

摘要：

Many companies have begun promoting green products through live-streaming to attract consumers. However, existing literature has not focused adequately on this issue. This study examines the green perceived value as a potential mediator between consumer brand familiarity and purchase intention (Study 1). It also explores the moderating role of streamers' environmental knowledge (Study 2). The results show that streamers' environmental knowledge positively influences the effect of low brand familiarity on consumers' green perceived value. For high brand familiarity, however, the streamers' environmental knowledge has no significant effect on a product's green perceived value. In addition, green perceived value positively affects purchase intention. These findings provide valuable insights for companies and live-streaming platforms to optimize green marketing strategies.

引用

页数：9

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