Role of Generative AI in Promoting Sustainable Consumer Decision-Making
DOI:
https://doi.org/10.64882/ijrt.v14.iS1.1151Keywords:
Generative Artificial Intelligence, Sustainable Consumption, Consumer Decision- Making, Sustainability, Ethical AI, Digital TransformationAbstract
Generative Artificial Intelligence (AI), in the environment of rapid digital change, is becoming an important force of consumer awareness, interaction, and sustainability-based consumer decision-making. In this paper, I explore how generative AI can be used to encourage consumers to make sustainable choices and how this can be achieved based on the secondary data sources, which are academic sources, industry sources, and sustainability-oriented policy reports. The systematic review and thematic analysis of the research published between 2018 and 2025 are followed to form an idea of how generative AI technologies, including personalized recommendations, AI-generated content, and digital assistants, influence consumer knowledge and sustainable buying choices. It can be observed in the analysis that generative AI can contribute to sustainability awareness via better access to pertinent information, customized communication, and transparency in brand messages. Meanwhile, the issues of ethical usage, data confidentiality, biasing algorithms, and greenwashing pose possible threats that can affect consumer confidence and decision making. Combining the insights of management and humanities and applied sciences, the paper states that responsible and ethical AI implementation is necessary to guarantee that digital transformation serves a purpose in terms of sustainable consumption and lifelong well-being of society.
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