How do consumers react to AI-generated green marketing content? A hybrid analysis using PLS-SEM and text mining

Cheng Zhou and Bing Jiang

Journal of Retailing and Consumer Services, 2025, vol. 87, issue C

Abstract: In the field of marketing, generative artificial intelligence(AI) is gradually becoming an assistant to human creators, enabling them to efficiently create marketing content based on different marketing objectives. Recently, green marketing has become an important strategy implemented by retailers to enhance their corporate image and consumer engagement. This study imitates human creators' strategies for creating green marketing content and categorizes three strategies for using AI-generated green marketing content. The results of two studies reveal that moderate green in AI-generated content (compared to non-green content) awakens consumers' pro-environmental perceptions, consequently increasing their purchase intention. However, excessive green in AI-generated content (compared to moderate green content) evokes skepticism related to greenwashing, which, in turn, negatively impacts their intention to purchase. Additionally, perceived experience and agency positively moderate the relationships between the different strategies of using AI-generated green marketing content and consumers' reactions. Our research highlights the importance of using thoughtful approaches to generative AI implementation in the field of green marketing, especially those aimed at reaping economic advantages (e.g., cost efficiency, enhanced consumer engagement, and improved innovation) while maintaining strong consumer relationships.

Keywords: AI-generated green marketing content; Perceived pro-environmental; Skepticism to greenwashing; Perceived experience and agency; Green marketing; PLS-SEM and text mining (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698925002103
Full text for ScienceDirect subscribers only

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:eee:joreco:v:87:y:2025:i:c:s0969698925002103

DOI: 10.1016/j.jretconser.2025.104431

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().