AI and Sustainable Consumer Decision-Making: A Conceptual Extension of the SEE Model

Aradhana Sorout (), Anil Anand Pathak and N. P. Singh
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Aradhana Sorout: MVN University, School of Business Management and Commerce
Anil Anand Pathak: Management Development Institute (MDI)
N. P. Singh: MVN University, School of Business Management and Commerce

A chapter in Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025), 2026, pp 4-19 from Springer

Abstract: Abstract Artificial Intelligence (AI) has become an integral part of consumer decision-making. It influences how individuals perceive and take sustainable decisions yet, its role in sustainability-oriented behavior remains underexplored. This paper conceptually extends the SEE model comprising of “Sustainable Packaging, Eco-Labelling, and Emotional Appeals”, by incorporating AI-assisted decision support as a moderator. Using a structured questionnaire based on 5-point likert scale, data was collected from 254 respondents. Data was analysed using PLS-SEM (partial least square-structural equation modelling). The model tests the moderating role of AI assistance on the relationship between green purchase intention (GPI) and green purchase behavior (GPB). The study reveals that AI significantly moderates this relationship at +1 SD (high AI use) (β = 0.744, p = 0.002). Suggesting that consumers may perceive AI tools as relevant and useful while making sustainable choices. Moreover, the findings demonstrate a significant positive relationship between green purchase intention (GPI) and green purchase behavior (GPB) (p values

Keywords: Artificial Intelligence (AI); Green purchase intention (GPI); Eco-friendly products; sustainable behavior; green consumption (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-608-1_2

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