AI meets Sustainable Choices in Brand Voices: Leveraging Artificial Intelligence in fostering Sustainable Consumption and Brand Loyalty

The world we live in is not what we have inherited from our ancestors but is something we have borrowed from our future generations. Thus, it is the responsibility of every individual to act extremely wise and careful in consuming the resources gifted by nature. Times have changed from brands trying to push sales excessively with the sole intent of making profits to brands educating their consumers on sustainable consumption habits and purchase practices of buying only when needed. This review paper analyses the sustainable consumption habits promoted by brands in practice by discussing real life green consumption campaigns. It provides updated insights to brands for leveraging artificial intelligence tools and strategies such as AI generated personalization, virtual influencers and chatbots, Green Gamification strategies, predictive analytics and supply chain optimization to foster sustainable consumption while still elevating the brands reputation and loyalty among consumers. This paper highlights that the coalition of artificial intelligence, sustainable consumption and brand marketing has led to a three-fold success to the consumers, brands and society. Further empirical research can validate these theoretical findings and enrich our understanding on the use of artificial intelligence by brands in promoting sustainable consumption habits among consumers.