The Influencing Factors Affecting Customers’ Willingness to Pay for Green Agricultural Products via E-Commerce Live Streaming: Testing the Moderating Role of Ascription of Responsibility

Abstract

This study explores the determinants of willingness to pay for green agricultural products via live streaming platforms. By integrating the Technology Acceptance Model (TAM) and Norm Activation Theory (NAT), we analyze factors such as health consciousness, environmental concern, perceived usefulness, perceived ease of use, attitude, and ascription of responsibility. Utilizing Partial Least Squares Structural Equation Modelling (PLS-SEM) and SPSS, we evaluate data collected from Chinese consumers who have engaged with e-commerce live streaming of green products. The findings indicate that health consciousness and environmental concern significantly enhance perceived usefulness, which in turn positively affects attitudes toward purchasing green products. Additionally, perceived ease of use also contributes positively to these attitudes. A positive attitude toward live streaming platforms significantly increases the willingness to pay a premium, with ascription of responsibility strengthening this relationship. These findings provide insights for optimizing marketing strategies and product offerings to boost the market share of green agricultural products