Shaping consumer behavior with artificial intelligence and brand elements

This study is one of the few contextual and integrative empirical studies examining how artificial intelligence marketing efforts (AI MEs) can shape consumers' green purchasing behavior (GPB), particularly among Generation Z consumers in developing countries, and thus contribute to green consumption and brand element relationships. This study investigates the direct and mediating effects of both AI MEs (information, customisation, interaction, and accessibility) and brand elements (brand preference, brand experience, and brand trust) on consumers' GPBs based on the SOR model. An analysis based on surveys (n = 609; SEM-ANN) revealed that AI MEs significantly affected brand elements and GPB, and that brand experience and brand preference were significant mediators in the relationship between AI MEs and GPB. The study also found a significant relationship between brand elements and GPB in the present study. The ANN analysis showed that the most important variables in explaining GPB were brand preference, AI MEs, and brand experience. By integrating AI marketing and brand elements into the conceptualisation of GPB, this study contextually enriches and integrates the limited body of knowledge on sustainable consumer behaviour. The findings offer new theoretical insights and practical guidance for policymakers and businesses aiming to leverage AI to promote environmentally responsible consumption.