Unveiling green perception effect: How live streaming scenes and green information influence purchase intention of prepared dishes

Topromote the sustainable consumption ofprepared dishes, this study examines how green attribute information (GAI) and live streaming scenes experience (LSSE) influence consumers' green perceptions (GP) – including perceived green value (PGV) and perceived green trust (PGT) – and subsequently affect their purchase intention (PI). Agreen perception model was developed and tested using amixed-method approach. Word cloud analysis was conducted onconsumer comments collected from e-commerce platforms toextract key descriptors and concerns, which informed the design ofastructured questionnaire. Atotal of291 valid responses were analysed using partial least squares structural equation modelling (PLS-SEM). Results show that: <i>(i</i>)<i>GAI</i> does not directly impact <i>PI</i>, indicating that <i>GP</i> isanecessary mediator; <i>(ii</i>)<i>GAI</i> significantly influences <i>PGV</i>, but not <i>PGT</i>; <i>(iii</i>)<i>GP</i> fully mediates the <i>GAI</i>–<i>PI</i> relationship, although <i>PGV</i> has anegligible direct effect on<i>PGT</i>; <i>(iv</i>)<i>LSSE</i> significantly enhances both <i>GP</i> and <i>PI</i>; <i>(v</i>)<i>GP</i> partially mediates the <i>LSSE</i>–<i>PI</i> relationship. These findings highlight the dual role of LSSE in facilitating information adoption and emotional engagement, and suggest that enhancing LSSE design and enriching GAI are effective strategies to increase consumers' green perception and purchase intention towards prepared dishes.