How Generative AI Shapes Sustainable Wine Consumption and The Role of Anthropomorphism and Trust in the Lebanese Market

This research investigates how the communication source (i.e., Generative AI versus a human marketer) affects consumers' sustainable wine choices in the Lebanese context. Across two studies, the authors examine both cognitive and emotional mechanisms driving sustainable decision-making. Study 1 (N = 312) employed an online experiment manipulating the source of a sustainability message (AI vs. human) and message framing (emotional vs. factual). Results revealed that AI communicators significantly enhanced perceived message credibility and sustainability intentions when framed factually (M_AI = 5.72 vs. M_Human = 4.89, p < .01). Study 2 (N = 198) utilized a simulated AI–consumer chatbot interaction in a wine purchase scenario. Findings showed that AI communication heightened perceived efficiency but reduced warmth, which indirectly decreased emotional engagement with sustainability narratives (β = −.24, p < .05).