Dietary choices, as the types and amounts of foods that individuals consume, are a major determinant of human health and environmental sustainability. From a marketing perspective, it becomes imperative to identify and understand the factors that motivate consumers to adopt a sustainable diet and purchase healthy food. This research is an attempt to contribute to the literature by revealing the major driving forces leading to healthy food consumption and identifying its underlying mechanism. Based on a survey of the diets and lifestyles of 307 Chinese consumers in several cities of the Jiangxi and Guangdong provinces, our empirical results indicate that consumer health consciousness is a major predictor of the intention to purchase healthy products. Such a relationship is explained by the psychological benefits associated with the consumption experience and the perceived naturalness of the product. Moreover, a high perceived nutritional value will enhance the mediation influences of the psychological benefit and the perceived naturalness on purchase intention while a low perceived nutritional value tends to negate such an impact.

PurposeThis paper aims to examine the relationship between social presence and consumer purchase intention in the context of livestreaming commerce and test the mediating role of immersive experience and the moderating role of positive emotions.Design/methodology/approachThe authors used a convenience sampling method to select 408 college students from a university in Ganzhou as the participants. They employed structural equation modeling to test the hypotheses, as well as Hayes' PROCESS to test the mediation and moderation effects.FindingsThe authors found that immersion experiences partially mediate the relationship between social presence and consumers' purchase intentions and positive emotions moderate the “social presence–immersion experience–consumer purchase intentions” path. Therefore, social presence constitutes a moderating mediating effect on consumer purchase intentions.Practical implicationsThis study offers meaningful insights into how livestreamers and e-retailers can stimulate consumers' buying behavior in livestreaming environments. E-commerce platforms should strengthen consumer interactions and increase consumers' perceptions of social presence. In addition, companies should meet the social and psychological needs of consumers and generate positive emotional resonance.Originality/valueThis research sheds light on the effect of social presence on consumer purchase intentions in livestreaming commerce and extends the social presence literature by investigating the mediation mechanism of immersive experience.