Artificial Intelligence, Consumer Trust and the Promotion of Pro-Environmental Behavior Among Youth

Raluca-Giorgiana (Chivu) Popa () and Alina Stefania Chenic
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Raluca-Giorgiana (Chivu) Popa: Marketing Department, Bucharest University of Economic Studies, 010404 Bucharest, Romania
Alina Stefania Chenic: Theoretical and Applied Economics Faculty, Bucharest University of Economic Studies, 010404 Bucharest, Romania

Sustainability, 2025, vol. 17, issue 13, 1-14

Abstract: The development of artificial intelligence has enabled the automation of an increasing number of processes and actions in the online environment, from creating unique and engaging content to simulating user behaviors (likes, comments, reviews). This automation has brought several positives to the online environment, including reduced working time and better results, among others. However, at the other end of the spectrum, consumer trust is starting to decline. Before the advent of artificial intelligence, reviews were often the opinions of other customers who had tried the product or service in question. With the evolution of these reviews, providers can now automatically post them to create a favorable image. Given the increasing concern among young people about environmental issues, this study investigates how AI-generated content affects their trust in sustainability-related online reviews and how this trust influences their pro-environmental purchasing decisions. Quantitative research was conducted in the article, based on which a conceptual model of the degree of trust users have in online reviews and reactions in the context of artificial intelligence was developed. The research methodology involved conducting quantitative research and constructing variables based on the data collected. The results revealed significant links between the evolution of artificial intelligence and the degree of trust users place in general feedback found in online environments.

Keywords: artificial intelligence; consumer TRUST; online reviews; social media interactions (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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