AI-enabled marketing and sustainable consumer behavior: The roles of transparency, authenticity, and consumer trust

Artificial intelligence (AI) is increasingly being applied in marketing through data analytics, content personalization, product recommendations, and customer interaction. However, alongside its efficiency benefits, AI also raises important issues concerning transparency, authenticity, and consumer trust. These factors are particularly relevant to sustainable consumption because many environmental attributes of products cannot be directly verified by consumers. Based on a review and analysis of domestic and international literature, this study examines the relationship between AI-enabled marketing and sustainable consumer behavior and proposes a conceptual model comprising eight hypotheses. In the proposed model, transparency and authenticity are considered antecedents of consumer trust, while trust is proposed to mediate the relationships between these perceptions and sustainable consumer behavior. The study also offers managerial implications for the responsible, transparent, and evidence-based use of AI in marketing.