How Live Marketing Affects Green Purchase in the Age of Artificial Intelligence?

Chien-Chiang Lee (), Changchun Pan and Yuhang Song

Emerging Markets Finance and Trade, 2025, vol. 61, issue 1, 1-20

Abstract: With the rise of artificial intelligence and the public’s attention to environmental issues, live online promotion of green products has become a new marketing method. It has become a key issue for enterprises to choose the appropriate information framework to motivate consumers’ green purchasing behavior through different forms of live broadcasting. Combined with laboratory experiments, this study analyses the interaction between the type of live streaming and message framing on green purchase intention based on explanation level theory. Three experiments results show that using loss-framing message real anchors are more likely to promote consumers’ green purchase intentions, and AI anchors are more suitable for using gain frames. Besides, consumer innovativeness moderates the influence of message framing and live streaming form on green purchase intention, and green perceived value plays a mediating role in this process. Our findings can not only guide the formulation of enterprise marketing strategy, but also provide countermeasures and suggestions for the future development of live marketing.

Date: 2025
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DOI: 10.1080/1540496X.2023.2300654

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