ROLE OF ARTIFICIAL INTELLIGENCE IN PROMOTING SUSTAINABLE CONSUMER BUYING BEHAVIOUR

ROLE OF ARTIFICIAL INTELLIGENCE IN PROMOTING SUSTAINABLE CONSUMER BUYING BEHAVIOUR

Dr.V.Paramasivam

Professor and head

Department of Management Studies

Kangeyam Institute Of Technology,Nathakadaiyur, Tamil Nadu

V.Dharani

I-MBA

Department of Management Studies

Kangeyam Institute Of Technology,Nathakadaiyur, Tamil Nadu

B.Kiruthiga

I-MBA

Department of Management Studies

Kangeyam Institute Of Technology,Nathakadaiyur, Tamil Nadu

Abstract

Artificial Intelligence (AI) has emerged as one of the most transformative technological innovations of the twenty-first century, significantly influencing business strategies, marketing practices, and consumer engagement models across global markets. At the same time, sustainability has become a central concern for businesses, governments, and society due to increasing environmental challenges such as climate change, resource depletion, pollution, and biodiversity loss. As consumers become more environmentally conscious and socially responsible, their buying behaviour is increasingly shaped by ethical considerations, environmental impact, and long-term sustainability goals. This shift in consumer mind set has compelled businesses to adopt innovative, data-driven, and technology-enabled approaches to promote sustainable consumption.

This conceptual paper critically examines the role of Artificial Intelligence in promoting sustainable consumer buying behaviour within the framework of sustainable business strategy and innovation. It explores how advanced AI technologies, including machine learning algorithms, big data analytics, recommendation systems, catboats, predictive modelling, and intelligent automation, influence consumer awareness, attitudes, preferences, decision-making processes, and post-purchase behaviour related to sustainable products and services. The study also investigates how AI facilitates personalized marketing, enhances transparency, builds trust, and improves access to sustainability-related information, thereby encouraging environmentally responsible purchasing decisions.

In addition, the paper highlights the importance of ethical AI implementation, data privacy protection, algorithmic transparency, and fairness in strengthening consumer confidence and acceptance of AI-driven systems. It further emphasizes the contribution of AI to circular economy practices by supporting efficient resource utilization, waste reduction, supply chain optimization, and sustainable product life-cycle management.

By integrating AI with sustainability goals, businesses can achieve operational efficiency while simultaneously promoting environmental protection and social welfare.

Using a comprehensive conceptual framework and secondary data analysis, this study provides a holistic understanding of the interrelationship between AI, marketing innovation, and sustainable consumer behaviour. The findings suggest that AI-driven marketing strategies significantly enhance consumer engagement, environmental awareness, trust, and convenience, which collectively foster long-term sustainable consumption patterns. The paper concludes that Artificial Intelligence holds immense potential as a strategic enabler of sustainable consumer behaviour; however, responsible governance, ethical standards, and human-centric AI design are essential to ensure that technological advancement contributes positively to sustainable development and societal well-being.