Devising AI-Based Customer Engagement to Foster Positive Attitude Towards Green Purchase Intentions

Saroj Kumar Sahoo, Juraj Fabus, Miriam Garbarova, Terezia Kvasnicova-Galovicova (), Laxmikant Pattnaik and Sandhyarani Sahoo
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Saroj Kumar Sahoo: Department of Business Administration, Sambalpur University, Sambalpur 768019, Odisha, India
Juraj Fabus: Department of Communications, Faculty of Operations and Economics of Transport and Communications, University of Zilina, 01026 Zilina, Slovakia
Miriam Garbarova: Department of Communications, Faculty of Operations and Economics of Transport and Communications, University of Zilina, 01026 Zilina, Slovakia
Terezia Kvasnicova-Galovicova: Department of Communications, Faculty of Operations and Economics of Transport and Communications, University of Zilina, 01026 Zilina, Slovakia
Laxmikant Pattnaik: Department of Business Administration, Sambalpur University, Sambalpur 768019, Odisha, India
Sandhyarani Sahoo: Department of Business Administration, Gangadhar Meher University, Sambalpur 768004, Odisha, India

Sustainability, 2025, vol. 17, issue 20, 1-19

Abstract: This study conceptualizes how artificial intelligence (AI)-based customer engagement strategies can shape consumers’ green purchasing intentions, focusing on the theorized roles of attitude and perceived risk toward green products as articulated in prior literature. Building on contemporary research in sustainable marketing and consumer psychology, the article proposes a conceptual framework in which AI-enabled engagement influences green purchase intention via attitudes, with perceived risk operating as a boundary condition that moderates these effects. To qualitatively substantiate the salience and practical relevance of these constructs, an exploratory sentiment analysis of Amazon reviews for green products was conducted to surface emotional responses, perceived value drivers, and behavioral cues. The review corpus predominantly reflects positive sentiment alongside mixed subjectivity and factual commentary, highlighting recurring decision factors such as product quality, packaging, sustainability claims, and price sensitivity. Consistent with literature, the evidence aligns with the view that personalization and transparency can bolster trust and more favorable attitudes, while perceived risks—spanning greenwashing concerns, cost, and performance doubts—remain obstacles to adoption. Crucially, the sentiment analysis is presented as illustrative and does not statistically test the proposed mediation or moderation pathways; rather, it offers qualitative support that complements the literature-based conceptual model. The study contributes by integrating insights from digital technologies, consumer psychology, and sustainable marketing to guide authentic, strategic engagement practices that can encourage eco-conscious behavior.

Keywords: AI-based customer engagement; green purchase intention; consumer attitude; perceived risk; sustainability marketing; eco-friendly products (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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