Consumer purchasing intention towards organic agriculture products: A livestreaming-driven and trust-based model

Abstract

The rising demand for organic agricultural products and the widespread of e-commerce live streaming underscore the importance of understanding factors that shape consumer purchase intentions in digital environments; however, few studies have addressed this topic. Building on the Theory of Planned Behavior (TPB), signaling, and socio-tech theory, this study investigates barely on consumer aspect: the effects of health consciousness (HC), food safety concerns on attitudes (AT); blockchain-enabled food traceability system (BF) on trust (TR); informational support (IS), emotional support (ES), and interactivity (IR) on customer engagement (CS). Then, their purchase intentions for organic agricultural products (OAPI) are examined. Moreover, our study also seeks to evaluate the moderating role of environmental awareness (EA) on the relationships of AT, TR, CE, and OAPI. Adopting a quantitative method, 385 valid samples are analyzed using PLS-SEM and Smartpls 4.0. Consequently, the results show that all the proposed connections are statistically significant, except for the moderating effects of environmental awareness (EA). The outcome emphasizes the emerging potential of live e-commerce features, supported by blockchain traceability systems, and aims to provide innovative and practical insights for stakeholders in the organic agriculture products field, as well as for sustainable growth in the future