AI’s influence on young consumer behavior: fostering sustainable consumption

Abstract

Purpose Artificial intelligence (AI) is increasingly shaping the lifestyles of young consumers, influencing their choices and behaviors in various aspects of life. AI’s ability to personalize experiences and recommendations has transformed how young consumers interact with products, services and information. It has enabled more informed decision-making and promoted sustainable practices through tailored recommendations for eco-friendly products and services. The purpose of this study is to analyze how AI-driven technologies influence young consumers’ purchasing decisions toward sustainable products and services. Design/methodology/approach An exploratory and descriptive approach has been applied in this research by using qualitative techniques. The respondents taken for this study are young adults who use AI and believe it influences their purchasing decisions. Data has been collected from 32 respondents through semi-structured interviews. And further thematic analysis was applied by using NVivo (12). Findings The findings of this study unveiled themes namely personalization and customization, social influence, promotion of sustainable practices and community engagement, which influence the young consumers’ lifestyle and influence them to adopt sustainable practices. Research limitations/implications This study has used a qualitative technique only rather than a mixed approach. The respondents of this study are Indians so the findings cannot be generalized in the geographical part of other countries. Practical implications This paper has provided implications for young consumers, entrepreneurs. The findings describe that young consumers should adopt ethical and sustainable practices in their day-to-day routines. Young consumers who are businessmen should also apply sustainable practices in their supply chain system, waste reduction and carbon footprints. Originality/value Since the inception of artificial intelligence, there has been a growing emphasis on how AI is influencing young consumers’ lifestyle. This study has focused on how their lifestyle is influenced by AI and more tilted toward sustainability factors. To the best of the author’s knowledge, the study is the first to examine the influence of AI on young consumer behavior and the adoption of their sustainable practices.

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