Symbolic Interaction in Live Shopping: Consumption Ethics and Green Marketing from a Sustainability Accounting Perspective
ライブショッピングにおける象徴的相互作用：サステナビリティ会計の観点からの消費倫理とグリーンマーケティング (AI 翻訳)
Miftahul Jannah, Fitriani Fitriani, Alimuddin Alimuddin, Darwis Said
🤖 gxceed AI 要約
日本語
本研究は、ライブショッピングにおける象徴的相互作用が消費者の価値認識やグリーンクレームの信頼性に与える影響を分析。グリーンウォッシングのリスクや倫理的消費のパラドックスを指摘し、ESG報告や環境監査を通じた透明性の重要性を強調する。
English
This study examines how symbolic interactions in live shopping shape consumer perceptions of product value and green claims. It finds that sustainability labels often lack factual support, increasing greenwashing risk, and highlights a paradox where consumer awareness does not always align with purchasing decisions. The paper advocates for integrating transparent sustainability accounting, such as ESG reporting and environmental audits, to build trust.
Unofficial AI-generated summary based on the public title and abstract. Not an official translation.
📝 gxceed 編集解説 — Why this matters
日本のGX文脈において
日本のライブコマース市場においても、サステナビリティ主張の信頼性は重要な課題。本稿は、消費者の倫理的消費意識と実際の購買行動のギャップを分析し、ESG情報開示の重要性を示唆する。
In the global GX context
As live shopping expands globally, this paper highlights the tension between green marketing claims and actual sustainability practices. It underscores the need for robust sustainability accounting and digital disclosure to combat greenwashing.
👥 読者別の含意
🔬研究者:Qualitative approach to greenwashing and consumer behavior in digital commerce offers methodological insights for sustainability communication research.
🏢実務担当者:Corporate sustainability teams can use the findings to design more credible green marketing and align with transparent ESG reporting.
🏛政策担当者:Regulators can consider the implications for enforcing green claims verification in live shopping platforms.
📄 Abstract（原文）
This study aims to analyze how symbolic interactions in live shopping on digital platforms shape consumer perceptions of product value, consumption ethics, and the credibility of sustainability claims conveyed through green marketing narratives. This study uses a qualitative approach with a non-positivistic paradigm and Blumer's symbolic interaction theory. Data were collected through virtual observation, in-depth interviews, and analysis of digital documentation to understand the meaning construction that emerged in real-time interactions between hosts and audiences. The results show that digital symbols, such as “eco-friendly” and “best seller” labels and sustainability narratives, play an important role in shaping consumer perceptions and purchasing decisions. However, the findings also reveal that many sustainability claims lack factual support, thereby increasing the risk of greenwashing. In addition, the study identifies an ethical consumption paradox: consumer sustainability awareness often fails to align with purchasing decisions due to social pressure, emotions, and the urgency created by the platform. This study emphasizes the importance of integrating sustainability symbols and transparent accounting evidence through ESG reporting, environmental audits, and digital disclosure innovations to increase public trust and encourage ethical and sustainable consumption practices.
🔗 Provenance — このレコードを発見したソース
- openaire https://doi.org/10.37531/amar.v5i2.3321first seen 2026-05-05 19:08:49
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