Effect of public-interest live-streaming anchor’s official identity on green product purchase intention

Alongside the rapid development of live-streaming commerce in China, some government officials have leveraged their professional identities to sell local green products through public-interest live streaming by acting as anchors. In this study we explored the relationship between an anchor’s official identity and consumers’ green product purchase intention, as well as the mediating roles of perceived product quality and perceived authenticity. We surveyed 134 participants with live-stream shopping experience and analyzed the data using hierarchical linear regression. The results showed that an anchor’s official identity was significantly and positively associated with perceived product quality, perceived authenticity, and green product purchase intention. Furthermore, perceived product quality and perceived authenticity mediated the relationship between an anchor’s official identity and green product purchase intention. Our findings provide practical guidance for government officials participating in public-interest live-streaming practices.