AI and Sustainable Consumer Decision-Making: A Conceptual Extension of the SEE Model

Artificial Intelligence (AI) has become an integral part of consumer decision-making.It influences how individuals perceive and take sustainable decisions yet, its role in sustainability-oriented behavior remains underexplored.This paper conceptually extends the SEE model comprising of "Sustainable Packaging, Eco-Labelling, and Emotional Appeals", by incorporating AI-assisted decision support as a moderator.Using a structured questionnaire based on 5-point likert scale, data was collected from 254 respondents.Data was analysed using PLS-SEM (partial least squarestructural equation modelling).The model tests the moderating role of AI assistance on the relationship between green purchase intention (GPI) and green purchase behavior (GPB).The study reveals that AI significantly moderates this relationship at +1 SD (high AI use) (β = 0.744, p = 0.002).Suggesting that consumers may perceive AI tools as relevant and useful while making sustainable choices.Moreover, the findings demonstrate a significant positive relationship between green purchase intention (GPI) and green purchase behavior (GPB) (p values < 0.05), confirming that intention strongly predicts green behavior.But the mediating role of green purchase intention (GPI) was found to be statistically insignificant.These insights offer practical guidance and also contribute to emerging literature in this domain.