The Role of Regional Public Brands in Live Streaming Sales of Agricultural Products and Their Impact on Farmers’ Sustainable Income and Green Agricultural Development: An Empirical Analysis of Consumers in Guangdong, China

Purpose: This research explores the impact of regional public brands on consumers' online purchase intentions and behaviour, with a specific emphasis on green agricultural products marketed through live streaming platforms in Guangdong, China. This study delves into how critical brand attributes, including brand awareness, perceived quality, and brand trust, shape consumers' intentions to purchase online and, in turn, influence their purchase behaviour. Methodology: A quantitative methodology was adopted, employing a well-designed survey administered to 488 consumers engaged in live-streaming e-commerce for agricultural products in Guangdong. This study employed PLS-SEM to examine the interrelationships among the core constructs: brand awareness, perceived quality, brand trust, online purchasing intention, and subsequent purchasing behaviour. Additionally, mediation analysis was conducted to explore how online purchasing intention mediates the influence of brand-related factors on purchasing behaviour. Findings: The findings indicated that brand awareness, perceived quality, and brand trust all have positive effects on consumers' online purchase intentions for green agricultural products, which subsequently shape their purchasing behaviour. Among these factors, brand awareness emerged as the most influential determinant of purchase intention. Additionally, the findings indicated that the intention to purchase online functions as an intermediary variable, connecting the impact of brand-related characteristics on consumers' purchasing decisions concerning green agricultural products. Value: This study highlights the pivotal role regional public brands play in promoting green agricultural product sales via live-streaming platforms. The results offer practical implications for policymakers and marketers aiming to advance rural e-commerce and drive rural revitalization initiatives. In particular, the research stresses the significance of effective brand management in strengthening brand recognition, consumer trust, and perceived product quality, which are essential for achieving sustainable agricultural growth and increasing farmers' income.