AI FOR SUSTAINABLE MARKETING: PROMOTING GREEN CONSUMER BEHAVIOR

Authors

  • Dr. P. VIJAYAKUMAR, Dr.R.KARTHIGA, Dr.T.RAVINDRA REDDY , Dr. DIGANTA KUMAR DAS, MOHAMMED ARSATH ALI A M Z, Dr.K. AKILA

Keywords:

Artificial Intelligence, Sustainable Marketing, Green Consumer Behavior, Eco-friendly Practices, AI driven Personalization, Ethical Marketing, Predictive Analytics, Consumer Engagement.

Abstract

In the face of escalating environmental concerns, sustainable marketing has emerged as a critical approach to influence and transform consumer behavior toward environmentally responsible choices. This study explores the transformative role of Artificial Intelligence (AI) in promoting green consumer behavior through data-driven,personalized, and ethically aligned marketing strategies.

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References

Bag, S., Wood, L. C., Xu, L., & Dhamija, P. (2021). Big data analytics as an operational excellence approach to enhance sustainable

supply performance. chain Resources, Conservation and Recycling, 164, 105157. https://doi.org/10.1016/j.resconrec. 2020.105157

Bakker, E., de Lange, R., & Luiten, H. (2020). The Internet of Things (IoT) and sustainable consumer behavior: Opportunities

and challenges. Journal of Business Research, 116, 365–373. https://doi.org/10.1016/j.jbusres.20 19.12.044

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Published

2025-04-28

How to Cite

Dr. P. VIJAYAKUMAR, Dr.R.KARTHIGA, Dr.T.RAVINDRA REDDY , Dr. DIGANTA KUMAR DAS, MOHAMMED ARSATH ALI A M Z, Dr.K. AKILA. (2025). AI FOR SUSTAINABLE MARKETING: PROMOTING GREEN CONSUMER BEHAVIOR. Pegem Journal of Education and Instruction, 15(4), 153–164. Retrieved from https://www.pegegog.net/index.php/pegegog/article/view/3959

Issue

Vol. 15 No. 4 (2025): CURRENT ISSUE

Section

Article

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