Exploring AI-enabled green marketing and green intention: An integrated PLS-SEM and NCA approach

Abstract

As the world becomes more conscious of sustainability issues, businesses are progressively adopting green marketing tactics to attract environmentally aware customers. The emergence of artificial intelligence (AI) has significantly transformed green marketing, opening up novel avenues for promoting sustainable consumption. This study explores various AI-enabled green marketing strategies (AI-enabled strategic, Tactical and Internal green marketing orientation) and their impact on fostering customer trust and satisfaction, ultimately influencing green intention. Data were collected from consumers in the UAE. The research uses an integrated approach, combining Partial Least Squares-Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA). The findings from both PLS-SEM and NCA highlight the significance of AI-enabled green marketing, trust, and satisfaction as essential factors for fostering green intention. Additionally, Importance-Performance Map Analysis (IPMA) offers further insights and managerial recommendations for enhancing sustainability practices. This study sheds light on the potential of AI in shaping green marketing strategies and their influence on driving sustainable consumer behavior.