August 22, 2025PaperAsiaOpen Access

Impact of Green Media on Purchase Intention: The Moderating Role of Artificial Intelligence in Sustainable Marketing

View Full Paper

Ask AI

Bookmark

Authors

Discussion

Quantitative analysis reveals AI significantly enhances the effect of green media on purchase intention for eco-friendly products.

A positive relationship exists between green media and purchase intention, indicating effective marketing strategies.
Participants (312) were surveyed, revealing a strong effect (β = 0.684, p < 0.001) supporting eco-conscious purchasing.
Data was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM), confirming the significance of AI's moderating role.
Incorporating AI into green marketing campaigns may improve consumer engagement and foster sustainable practices.

- et al. (2025) studied this question.

View Full Paper

Ask AI

Bookmark