The Role of AI in Shaping Consumer Behaviour: Insights into Personalised Marketing and Sustainable Shopping Practices

Luzia Arantes (), Sandra Barbosa Costa, Jéssica Alves and Luís Vaz
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Luzia Arantes: Polytechnic University of Cávado and Ave
Sandra Barbosa Costa: Polytechnic University of Viseu
Jéssica Alves: Polytechnic University of Bragança
Luís Vaz: University of Beira Interior

A chapter in Business Sustainability: Innovation in Entrepreneurship & Internationalisation, 2026, pp 325-340 from Springer

Abstract: Abstract This study investigates the influence of artificial intelligence (AI) on consumer behaviour, focusing on personalised marketing and sustainable shopping practices. It addresses the gap in empirical research by examining how AI integration in personalised marketing can promote sustainable consumption. The research questions explore how AI changes online shopping consumer behaviour and influences sustainability attitudes. Using a quantitative methodology, data were collected from 139 adult consumers in Portugal. Results indicate that AI significantly improves the relevance and efficiency of personalised shopping experiences, promotes conscious consumption, and reduces waste. However, consumers still prefer human interactions over AI-automated processes during purchases despite the positive impact on sustainability. The findings suggest that while AI can drive sustainable consumer behaviour, there is a need for regulatory frameworks and green AI methodologies to mitigate its environmental impact and enhance consumer trust.

Keywords: Artificial Intelligence; Personalized Marketing; Sustainable Consumption; Consumer Behaviour; Efficiency (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99151-6_21

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DOI: 10.1007/978-3-031-99151-6_21

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