IDEAS home Printed from https://ideas.repec.org/a/mes/emfitr/v61y2025i1p1-20.html
   My bibliography  Save this article

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

Author

Listed:
  • Chien-Chiang Lee
  • Changchun Pan
  • Yuhang Song

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.

Suggested Citation

  • Chien-Chiang Lee & Changchun Pan & Yuhang Song, 2025. "How Live Marketing Affects Green Purchase in the Age of Artificial Intelligence?," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 61(1), pages 1-20, January.
  • Handle: RePEc:mes:emfitr:v:61:y:2025:i:1:p:1-20
    DOI: 10.1080/1540496X.2023.2300654
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/1540496X.2023.2300654
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/1540496X.2023.2300654?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mes:emfitr:v:61:y:2025:i:1:p:1-20. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/MREE20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.