Published Paper Details:

This study works towards the relationship of using AI (artificial intelligence), namely AI-PR(AI-based personalized recommendations), on consumer green product awareness (GPA), aimed at the online shopping is used in this study. Although AI-driven technologies are changing the way products are interacted with by consumers, their impact on green buying behavior is unknown. As it was recognized that human cognitive and emotional factors may affect AI's ability to promote sustainable choices, this study included emotional intelligence (EI) as a moderating variable. Based on this, the research aims to dig deeper into the role of AI upon these compounds (e.g. AI, AI-PR and EI) on environmental consciousness. The descriptive research method is used to study under which conditions data was collected using self self-administered survey to 403 respondents. The descriptive approach renders various dependence relationships among AI-based recommendations, emotional intelligence and consumers' knowledge on green products, available for study. The study achieves this by conducting a class-based statistical summary and comparative analysis of the behavioral tendencies that make AI effective in dictating how consumers can make sustainable choices. These findings suggest that AI-based and AI usage make an important contribution to increasing the green product awareness of consumers. However, emotional intelligence moderates such a relationship. Secondly, individuals with higher emotional intelligence have a stronger positive correlation between perceived AI usage and GPA, namely, emotionally intelligent consumers are more willing to accept the selling of their sustainable product through AI messaging. Conversely, emotional intelligence negatively moderates the relationship between AI-PR and GPA, meaning that highly emotionally intelligent individuals may be less influenced by AI-based personalized recommendations, whereas those with lower EI show a stronger response to AI-driven suggestions. Furthermore, this study contributes towards growing discourse on the intersection of AI, consumer behavior, and sustainability, highlighting the need for a balanced approach that integrates technology with human cognitive factors to drive positive environmental change.