Linking social capital to green purchasing intentions in livestreaming sessions: the moderating role of perceived visible heterogeneity

Abstract Despite the acknowledged importance of green purchasing for environmental sustainability, the mechanisms and conditions through which social capital impacts green purchasing behaviors in the context of live-streaming marketing are not well understood. A mixed-method approach employing Structural Equation Modeling and Necessary Condition Analysis investigates the pathways through which social influence and interaction shape social capital and subsequently influence green purchasing intentions. This analysis focuses on the mediating effect of customer inspiration (CI) and the moderating role of perceived visible heterogeneity (PVH), drawing on survey data from consumers participating in live-streaming sessions that promote green products. The results indicate that both social influence and social interaction substantially bolster social capital. Furthermore, elevated social capital, mediated by CI, significantly boosts green purchasing intention, with its impact on CI moderated by PVH. Moreover, shared green value, and green trust emerge as indispensable necessary conditions supporting green purchasing intention. The insights derived from these findings offer critical guidance for marketers, live-streaming hosts, and platform operators on cultivating sustainable consumer behaviors within the dynamic environment of live-streaming commerce.