THE MEDIATING ROLES OF ENVIRONMENTAL AWARENESS AND TRUST IN THE RELATIONSHIP BETWEEN AI-ENABLED GREEN MARKETING AND GREEN PURCHASE INTENTION AND CONSUMER SATISFACTION.

Abstract

The rapid expansion of Artificial Intelligence (AI) in marketing has transformed how firms design, communicate, and deliver environmentally sustainable value. As consumers increasingly seek eco-friendly products, AI-enabled green marketing has emerged as a strategic tool for promoting sustainability-oriented behavior. However, the mechanisms through which AI-driven green marketing influences consumer outcomes remain insufficiently explored, particularly the psychological pathways shaping green purchase intention and satisfaction. This study investigates the mediating roles of Environmental Awareness and Trust in the relationship between AI-enabled Green Marketing, Green Purchase Intention, and Consumer Satisfaction. Grounded in Signaling Theory, the research posits that AI-driven green marketing initiatives act as credible signals of a company’s environmental commitment. These signals enhance consumer awareness of ecological issues and strengthen trust in a firm’s sustainability practices. In turn, heightened environmental awareness is expected to influence consumer satisfaction, while trust is theorized to be a critical driver of green purchase intention. The proposed model incorporates seven hypotheses, examining both direct and indirect effects across these constructs. The study applies a quantitative research design using survey data and analyzes the structural relationships through Partial Least Squares Structural Equation Modeling (PLS-SEM). This approach enables the assessment of AI-enabled green marketing as a multidimensional formative construct as well as the mediating roles of trust and environmental awareness. The findings are anticipated to demonstrate that AI-enabled green marketing significantly enhances trust and environmental awareness, which subsequently mediate its impact on green purchase intention and satisfaction. This research contributes to the growing literature on AI-supported sustainable marketing by clarifying how cognitive (environmental awareness) and relational (trust) factors shape consumer responses to AI-enabled green marketing. Managerial implications emphasize the importance of leveraging AI tools to promote transparency, strengthen trust, and elevate environmental consciousness to foster sustainable consumer behavior.