Smart Marketing Innovations: The Role of AI-Driven Sustainable Marketing Strategies in Shaping Consumer Awareness, Trust and Purchase Intention

Abstract

The quick adoption of artificial intelligence (AI) in marketing has opened up new avenues for promoting sustainability and shaping consumer behaviour. This research explores how AI-based sustainable marketing strategies impact consumer awareness, trust to buy eco-friendly products. A quantitative approach was used, collecting primary data from 102 consumers through a structured questionnaire. The analysis involved reliability testing, descriptive statistics, correlation, and regression analysis.

The findings reveal that AI-driven sustainable marketing strategies have a significant positive influence on both consumer awareness and consumer trust. The results further indicate that consumer awareness and trust significantly impact purchase intention, with trust emerging as the stronger predictor of consumers’ willingness to purchase sustainable products. The study highlights that transparent and personalized AI-enabled sustainability communication enhances the credibility of green marketing efforts and reduces consumer skepticism.

Overall, the study shows that responsible AI usage in marketing can significantly facilitate sustainable consumer behaviour.