IMPACT OF AI-BASED PERSONALIZED MARKETING ON SUSTAINABLE PRODUCT ADOPTION: A CONCEPTUAL STUDY
Dr. V. Paramasivam
Professor and Head of the Department
Department of Management Studies
Kangeyam Institute of Technology,
Nathakadaiyur, Tamilnadu.
Dinesh
I – MBA
Department of Management Studies
Kangeyam Institute of Technology,
Nathakadaiyur, Tamilnadu.
Dinesh Raja
I - MBA
Department of Management Studies
Kangeyam Institute of Technology,
Nathakadaiyur, Tamilnadu.
Abstract
The increasing emphasis on sustainability and rapid advancements in Artificial Intelligence (AI) have significantly transformed contemporary marketing practices. AI-based personalized marketing has emerged as a powerful tool for influencing consumer decision-making by delivering tailored messages, recommendations, and pricing strategies based on individual preferences and behavior. This conceptual paper examines the impact of AI-based personalized marketing on sustainable product adoption, focusing on how intelligent personalization enhances consumer awareness, shapes attitudes, reduces perceived barriers, and promotes long-term sustainable consumption behavior. Drawing on existing theories of consumer behavior and sustainability, the study explores key dimensions such as consumer insight generation, personalized sustainability communication, AI-driven recommendation systems, pricing personalization, trust-building, ethical considerations, and long-term behavioral change. The paper also discusses managerial and policy implications, highlighting the need for ethical governance and strategic alignment between AI technologies and sustainability objectives. By integrating insights from marketing, technology, and sustainability literature, this study contributes to a deeper understanding of how AI-based personalized marketing can support responsible consumption and advance sustainable development goals.
Keywords : Artificial Intelligence, Personalised Marketing, Sustainable Product Adoption, Green Consumer Behavior, Predictive Analytics, Consumer Trust.
