Sustainability and Consumer Behaviour: The Role of AI-Driven Green Nudges in Shaping Gen Z's Sustainable Purchase Intentions in Emerging Markets

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This study finds that AI-driven nudges enhance trust and attitudes in Gen Z consumers, indicating sustainable purchase intentions.

AI-driven nudges significantly improve trust in AI and attitudes towards sustainable products.
Trust in AI strongly influences positive attitudes which predict sustainable purchase intentions.
The model explains 59% of the variance in sustainable purchase intention among urban Gen Z consumers.
Findings suggest that personalized AI recommendations can help bridge the green attitude-behavior gap.

N.R. et al. (2025) studied this question.

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