The Impact of Douyin Live Shopping Quality of Yu Hua Chinese Tea as a Green Product in Continued Green Purchase Intention: Exploring the Role of Green Consumption Awareness and Trust in Nanjing, China

Xiang Li; Chompu Nuangjamnong

Authors

Xiang Li
Chompu Nuangjamnong

Keywords:

Live-streaming Shopping, Green Products, Green Consumption Awareness, Consumer Trust, Sustainable Purchase Intention

Abstract

Purpose: This study explores the influence of live-streaming shopping quality on consumers continued green purchase intention, specifically focusing on Yu Hua Chinese tea as a green product among Douyin (TikTok China) users in Nanjing, China. In the Theory of Planned Behavior and extended through experiential value theory, the research model includes seven latent variables: Live-Streaming Shopping Quality, Utilitarian Value, Hedonic Value, Social Value, Trust in Green Products, Green Consumption Awareness, and Continuous Green Purchase Intention. Research design, data, and methodology: Quantitative data were collected via an online survey distributed to 414 Douyin users with prior purchasing experience of Yu Hua tea. The data analysis employed Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) using JAMOVI. Results: Findings reveal that trust in green products and green consumption awareness significantly predict continued green purchasing behavior. Additionally, social value emerged as a key antecedent impacting both cognitive and affective variables, including trust and awareness. The study offers theoretical insights into digital green consumerism and practical strategies for enhancing environmental messaging, trust-building, and interactive engagement through live-stream platforms. Conclusions: These findings support the growing role of digital commerce in advancing sustainability and guide green marketers, influencers, and platform developers in fostering responsible consumer behavior.

Author Biographies

Xiang Li

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

Chompu Nuangjamnong

Graduate School of Business and Advanced Technology Management, Assumption University of Thailand

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https://doi.org/10.1016/j.jdmar.2023.03.004