How Live-Streaming E-Commerce Shapes Green Furniture Purchase Intentions: A Structural Equation Modeling Approach

Abstract

This study investigated how live-streaming e-commerce influences consumers’ purchase intentions toward green furniture. Using the Stimulus-Organism-Response (S-O-R) framework and the Sheth–Newman–Gross consumer value model, the study examined how key live-streaming features—interactivity, utility, and harmony—affect consumer perceptions. Survey data from 510 Chinese consumers were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results show that these features significantly enhanced green product utility perception and environmental self-responsibility, which both positively impact purchase intention. Additionally, consumer green trust negatively moderated these effects. These findings suggest that when green trust is low, consumers are more likely to rely on functional and emotional value perceptions to guide their purchasing decisions. The study provides new insights into green furniture marketing in digital contexts, emphasizing the need to balance rational and emotional appeals in live-streaming strategies. It contributes to the sustainable consumption literature by focusing on a high-involvement product and offers practical guidance for improving the effectiveness of green product promotion through interactive platforms.