Green Advertising and Purchase Decisions in Live-streaming B2C and C2C Interactive Marketing

10.6186/IJIMS.202006_31(2).0005

Addo Prince Clement；Fang Jiaming；Liangqiang Li

Sustainability marking ； green advertising ； social presence ； live-streaming ； value compatibility

International Journal of Information and Management Sciences

31卷2期（2020 / 06 / 01）

191 - 212

英文

Advertising is arguably the most apparent form of marketing. Different forms of advertising, such as posters, billboards, and emails, generate waste and are contrary to sustainability-oriented advertising. Live-Streaming; a new trend of green advertising, and sustainability marketing, promote co-creation, social presence, and sustainability lifestyle. This paper introduced a new social antecedent (value compatibility) and studied how social presence and interactivity promote sustainability purchase decisions. Linear regression was used in testing a total of 498 datasets from Taobao and JingDong, live-streaming platforms. Social present, value compatibility, interactivity, and visual appeal are vital characteristics of B2C and C2C live-streaming that promote sustainability purchase decisions. Live-streaming platforms will not only enhance green marketing but will create a community of consumers who share sustainable lifestyles in promoting global sustainability. The study also cleared the uncertainties surrounding the perceived benefits of sustainability compared to the cost of sustainability adoption.

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