How brand familiarity affects green product purchase intention: The moderating role of streamers’ environmental knowledge

Many companies have begun promoting green products through live-streaming to attract consumers. However, existing literature has not focused adequately on this issue. This study examines the green perceived value as a potential mediator between consumer brand familiarity and purchase intention (Study 1). It also explores the moderating role of streamers’ environmental knowledge (Study 2). The results show that streamers’ environmental knowledge positively influences the effect of low brand familiarity on consumers’ green perceived value. For high brand familiarity, however, the streamers’ environmental knowledge has no significant effect on a product’s green perceived value. In addition, green perceived value positively affects purchase intention. These findings provide valuable insights for companies and live-streaming platforms to optimize green marketing strategies. •This study examines how brand familiarity affects green product purchase intention in live streaming.•The influence of brand familiarity on green product purchase intention is mediated by green perceived value.•The effect of brand familiarity on green perceived value is moderated by the streamers' environmental knowledge.