Advertising is arguably the most apparent form of marketing. Different forms of advertising, such as posters, billboards, and emails, generate waste and are contrary to sustainabilityoriented advertising. Live-Streaming; a new trend of green advertising, and sustainability marketing, promote co-creation, social presence, and sustainability lifestyle. This paper introduced a new social antecedent (value compatibility) and studied how social presence and interactivity promote sustainability purchase decisions. Linear regression was used in testing a total of 498 datasets from Taobao and JingDong, live-streaming platforms. Social present, value compatibility, interactivity, and visual appeal are vital characteristics of B2C and C2C live-streaming that promote sustainability purchase decisions. Live-streaming platforms will not only enhance green marketing but will create a community of consumers who share sustainable lifestyles in promoting global sustainability. The study also cleared the uncertainties surrounding the perceived benefits of sustainability compared to the cost of sustainability adoption. © 2020, Tamkang University. All rights reserved.
