ORIGINAL RESEARCH article
Front. Sustain. Food Syst.
Sec. Agricultural and Food Economics
Volume 9 - 2025 | doi: 10.3389/fsufs.2025.1570483
This article is part of the Research TopicFood Waste Reduction During Consumption and DisposalView all 7 articles
How Live-streaming Commerce Influences Consumers' Impulse Buying of Near Expiry-date Food: Implications for Reducing Food Waste
Provisionally accepted
- Civil Aviation Flight University of China, Guanghan, China
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Consumers often hesitate to purchase and consume food near expiry-date (FNED)，contributing to significant food waste. The emerging practice of selling FNED through live streaming commerce (LSC) holds promise for promoting FNED sales and reducing food waste, as LSC can stimulate impulsive purchasing behavior among consumers. This study integrates the para-social theory, consumer value theory, and face negotiation theory to develop a research framework that examines how online interactions and face consciousness in Chinese culture influence consumers' impulse buying of FNED through LSC. Using structural equation modeling and data from 352 valid online survey responses, the study reveals that streamerviewer interaction (SVI) all contribute to impulse buying (IB). And perceived ease of use (PEOU), streamer-viewer interaction (SVI), and co-viewer interaction (CVI) strongly influence IB and is sequentially mediated by perceived risk (PR), highlighting the importance of PR. Only SVI directly impacts perceived value and further drives impulse buying. Additionally, the study demonstrates that face consciousness mitigates the impact of streamer-viewer interaction on impulse buying through consumers' recognition of and reimbursements for streamers' efforts. This study provides theoretical and managerial implications for online retailers and LSC platform practitioners for FNED sales.
Keywords: Live streaming commerce, near expiry-date food, food waste reduction, Face negotiation theory, online interactions, expectance theory
Received: 03 Feb 2025; Accepted: 30 Jun 2025.
Copyright: © 2025 Liao, Luo, Wang, Shen and Lin. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: Shuang Lin, Civil Aviation Flight University of China, Guanghan, China
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