How AI-Driven Personalization Shapes Green Purchasing Behavior Among Youth in Java Island

Feliks Prasepta Sejahtera Surbakti (), Hotma Antoni Hutahaean, Maria Magdalena Wahyuni Inderawati, Jovan Moreno Madjid, Leonard Edward Sely and Yann-May Yee
Additional contact information
Feliks Prasepta Sejahtera Surbakti: Department of Industrial Engineering, Atma Jaya Catholic University of Indonesia, Jakarta 12930, Indonesia
Hotma Antoni Hutahaean: Department of Industrial Engineering, Atma Jaya Catholic University of Indonesia, Jakarta 12930, Indonesia
Maria Magdalena Wahyuni Inderawati: Department of Industrial Engineering, Atma Jaya Catholic University of Indonesia, Jakarta 12930, Indonesia
Jovan Moreno Madjid: Department of Industrial Engineering, Atma Jaya Catholic University of Indonesia, Jakarta 12930, Indonesia
Leonard Edward Sely: Department of Industrial Engineering, Atma Jaya Catholic University of Indonesia, Jakarta 12930, Indonesia
Yann-May Yee: Department of Industrial and Systems Engineering, Chung Yuan Christian University, Taoyuan City 32022, Taiwan

Sustainability, 2025, vol. 17, issue 21, 1-24

Abstract: Sustainable consumption has become a global priority, yet the factors that encourage people to adopt environmentally friendly purchasing behavior differ across cultures and technologies. This study explores how environmental knowledge, environmental attitude, and the perception of AI-driven personalization influence green purchasing intention and actual purchasing behavior among young consumers in Java, Indonesia. A survey of 517 university students was conducted, and the relationships among these factors were analyzed using structural equation modeling. The findings reveal that environmental knowledge strongly shapes environmental attitudes, which in turn enhance the intention and behavior to purchase green products. Perception of AI-driven personalization also strengthens green purchasing intention, although its direct effect on behavior is limited. These results suggest that digital platforms and marketers can promote sustainable consumption by combining environmental education with transparent and value-based AI personalization. The study contributes to understanding how psychological readiness and technological engagement together encourage greener consumption among youth in emerging economies.

Keywords: sustainable consumption; green purchasing behavior; green purchasing intention; environmental knowledge; environmental attitude; AI-driven personalization (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2071-1050/17/21/9600/pdf (application/pdf)
https://www.mdpi.com/2071-1050/17/21/9600/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:21:p:9600-:d:1781764

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().