THE EFFECT OF ARTIFICIAL INTELLIGENCE ON GREEN PRODUCT PURCHASING BEHAVIOUR

Abstract

In recent years, there has been a growing concern about environmental sustainability and consumers' increasing environmental awareness is changing their purchasing behaviour. This has increased consumer demand for green products and put pressure on businesses and governments to adopt green production. In this context, this study focuses on the impact of artificial intelligence on consumers' green product purchase behaviour. Based on the stimulus-organism-response model, this study examines the impact of AI on consumers' green product purchase behaviour through marketing efforts (information, accessibility and customisation). In addition, the impact of AI marketing efforts on brand experience is also investigated within the scope of the study. In this context, the data collected from the participants by face-to-face survey method were analysed using Smart PLS4 and SPSS 26 programs. The results of the analysis show that all elements of AI marketing efforts (information, accessibility, interaction and personalisation) are effective on brand experience and purchase intention. In addition, another important finding of the study is that brand experience positively affects consumers' purchase intentions.