Artificial Intelligence as a Factor in Transforming Environmental Behavior and Consumer Purchasing Power in the Digital Economy

Abstract: This paper investigates the impact of artificial intelligence (AI) on consumer purchasing power and environmental behavior in the context of the digital economy. It examines how economic, technological, and socio-cultural factors interact with consumer stress levels, thereby influencing decisions regarding the purchase of environmentally oriented products. An optimization model of the consumer basket is proposed, which accounts for AI-driven personalized recommendations, budget constraints, individual preferences, and the psychological state of consumers. The model demonstrates that AI enhances the efficiency of product selection, mitigates the negative effects of stress, and promotes conscious consumption. Practical implementation of the model enables forecasting consumer behavior, forming optimal “green” baskets, and ensuring both economic and ecological efficiency in the digital economy. The findings highlight the role of AI as an integrator of economic, behavioral, and technological factors in shaping sustainable consumption strategies.