How live-streaming commerce influences consumers’ impulse buying of near expiry-date food: implications for reducing food waste

How live-streaming commerce influences consumers’ impulse buying of near expiry-date food: implications for reducing food waste

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...

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Bibliographic Details
Main Authors: Chuanhui Liao, Jia Luo, Siqi Wang, Yanxin Shen, Shuang Lin
Format: Article
Language:English
Published: Frontiers Media S.A. 2025-07-01
Series:Frontiers in Sustainable Food Systems
Subjects:
live streaming commerce
near expiry-date food
food waste reduction
face negotiation theory
online interactions
expectance theory
Online Access:https://www.frontiersin.org/articles/10.3389/fsufs.2025.1570483/full
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