AI-driven sustainability marketing transforming consumers’ perception toward eco-friendly brands

Abstract

Artificial intelligence [AI] is transforming sustainability marketing by influencing consumer behaviour. This is because of the in terms of engagement with environmentally friendly brands due to increasing raising environmental consciousness and technological development. This paper will examine, through sustainable marketing practices, the impact that AI-enabled sustainability is having in changing the perceptions of consumers and creating a better relationship with sustainable companies. This paper examines sustainable marketing practices and the impact of AI-enabled sustainability on changing consumer perceptions, thereby creating a loyal relationship with brands that focus on sustainability. By employing a Systematic Literature Review [SLR] of 28 articles from the Scopus database, The study using a Systematic Literature Review [SLR] of 29 articles searched in scopus database, the article identifies The study employed the Antecedents-Decisions-Outcomes [ADO] framework, and to identify reveals the key themes, trends, and gaps in AI applications to sustainable marketing and consumer behaviour. The AI sphere is progressing towards the green marketing environment and consumer behaviour. The results demonstrate that consumer trust and loyalty to green brands are built through advanced AI technologies, including machine learning, natural language processing, and personalization. Environmental awareness is a factor that guides consumers to purchase sustainable products and healthy lifestyles, especially among younger generation customers, and the concept of. Green branding and sustainable packaging strengthen the brand’s credibility. The ADO framework emphasises how antecedents (eg, Technological and consumer factors) guide strategic decisions resulting in increased sales of green products, consumer retention of long-term consumers, and improved brand image. The thematic mapping done in this paper reveals motor themes key themes like green marketing, and AI, as well as emerging areas like consumer behaviour and social media, for future research. To make strategic decisions, such as increasing sales of green products, consumer retention of long-term consumers, and better brand image can be achieved. Motor themes [e.g., green marketing, AI] and new areas [e.g., consumption behavior, social media] that should be investigated in the future are revealed with the help of thematic mapping. This paper highlights the AI transformative role and innovative power of AI in aligning marketing strategies with sustainability. It guides researchers and practitioners who want to navigate this evolving landscape.

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