ARTIFICIAL INTELLIGENCE-ENABLED GREEN MARKETING AND CONSUMER AWARENESS TOWARDS GREEN PRODUCTS: A STUDY ON SUSTAINABLE PURCHASE INTENTION
DOI:
https://doi.org/10.67851/ijcmth.vol.1.issue.2.010Keywords:
Artificial Intelligence, Green Marketing, Consumer Awareness, Green Products, Sustainable Purchase Intention, Green Consumer Behaviour, Sustainable Consumption.Abstract
Environmental sustainability has emerged as a major concern for consumers, businesses and policymakers. Climate change, environmental pollution, depletion of natural resources and increasing waste have created the need for responsible production and sustainable consumption. Green marketing has therefore become an important strategy for organizations seeking to communicate the environmental benefits of their products and encourage consumers to adopt environmentally responsible purchasing practices. At the same time, the rapid development of Artificial Intelligence (AI) is transforming marketing through personalization, recommendation systems, intelligent chatbots, predictive analytics and AI-generated advertising content.
This conceptual paper examines the role of Artificial Intelligence-enabled green marketing in developing consumer awareness towards green products and encouraging sustainable purchase intention. Enhanced consumer awareness may subsequently influence consumers' willingness to purchase environmentally friendly products.
The paper develops a conceptual framework linking AI-enabled green marketing with consumer awareness and sustainable purchase intention. The study further discusses theoretical foundations, research propositions, managerial implications and future research directions. The paper concludes that AI can become an effective instrument for green marketing when it is used to provide accurate, transparent, relevant and consumer-oriented sustainability information.
