2025, Vol. 6, Special Issue 2
AI in green marketing: Driving sustainable consumer behaviour through personalization
Author(s): B Matthew Mineeth, Jai Sankar G, Anjali Ragineni and Srivalli Vuppala
Abstract: Despite the growing adoption of green marketing by businesses to target eco-friendly customers, its effectiveness is often compromised by greenwashing and overly broad marketing tactics. As a result consumers are losing trust and becoming disengaged, resulting in an overwhelming need for customized, transparent, and authentic sustainability communications. This paper examines the lack of trust in green marketing and argues that better alignment with consumer values and behavioral intent towards sustainable products can be achieved through AI-driven personalization. Technologies, such as recommender systems and sentiment analysis are proposed to support this alignment. To meet this goal, we propose a conceptual AI and machine learning tool that is set to change how branded messages are delivered to prospective consumers. This tool is built using a three-tiered framework that includes an AI-powered recommender system that targets individual customers with relevant green products, real-time sentiment analysis and feedback systems to adjust brand communication based on public sentiment and natural language processing (NLP) tools to detect and filter greenwashed content from marketing campaigns. We ground our framework around recent case studies and contemporary research from pioneers in sustainability such as Unilever and Amazon, associating particular AI tools with notable challenges within green marketing. A planned outcome is a strategic design model that aids businesses in utilizing AI technologies for personalizing green messages, rebuilding consumer trust, and reinforcing the alignment of the brand with sustainability objectives. The model is intended to be cross-sector; therefore it also incorporates AI ethical principles such as transparency, data stewardship, and user-centered design. Additionally, we propose a set of trust indicators and engagement metrics that will support evaluation of future implementations.
DOI: 10.22271/27084515.2025.v6.i2Sc.714
Pages: 313-317 | Views: 133 | Downloads: 41
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How to cite this article:
B Matthew Mineeth, Jai Sankar G, Anjali Ragineni, Srivalli Vuppala. AI in green marketing: Driving sustainable consumer behaviour through personalization. Asian J Manage Commerce 2025;6(2S):313-317. DOI: 10.22271/27084515.2025.v6.i2Sc.714
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