AI-Enabled Green Marketing and Sustainable Consumer Behaviour: The Role of Consumer Trust

Abstract

The rapid integration of Artificial Intelligence (AI) into marketing has created new opportunities for organizations to promote environmentally responsible products and influence sustainable consumption. This study examines the influence of AI-enabled green marketing on sustainable consumer behaviour, with particular emphasis on the mediating role of consumer trust. The study was conducted among 429 consumers in Bengaluru using a quantitative, descriptive and explanatory research design. Primary data were collected through a structured questionnaire using a five-point Likert scale. The study conceptualizes AI-enabled green marketing through personalized green communication, green product recommendations, predictive marketing and environmentally oriented customer engagement. Consumer trust is considered in terms of credibility, transparency, reliability and authenticity, while sustainable consumer behaviour includes environmentally responsible purchasing, green product preference, conservation behaviour and sustainable consumption practices. The proposed relationships were examined using correlation, regression and Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings indicate that AI-enabled green marketing significantly influences consumer trust (β = 0.68, p < 0.001) and sustainable consumer behaviour (β = 0.31, p < 0.001). Consumer trust also significantly influences sustainable consumer behaviour (β = 0.61, p < 0.001). Mediation analysis further demonstrates that consumer trust significantly mediates the relationship between AI-enabled green marketing and sustainable consumer behaviour (β = 0.41, p < 0.001). The study highlights that trustworthy and transparent AI-enabled green marketing can strengthen consumers' sustainable decision-making and contribute to environmentally responsible consumption.