Green advertising and purchase decisions in live-streaming B2C and C2C interactive marketing

Abstract

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 sustainabilityoriented 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.