Consumer Perceived Risk of Green Produce under Live E-Commerce

Abstract

Erce through authentic communication to mitigate the cognitive risks associated with green products. Initially, the study examines the sources of perceived risk related to green products in the context of live streaming e-commerce. These sources include information asymmetry, the authenticity of environmental certifications, and the actual environmental impacts of the products. To build trust and credibility through authentic communication, the study proposes several strategies: presenting real cases and narratives, demonstrating the product usage process, responding to queries and addressing concerns, providing transparent information, and creating mechanisms for interaction and feedback. By fostering trust and credibility through authentic communication, it is possible effectively reduce consumers' perceived risks regarding green products in live e-commerce.