Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)

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

Authors
Aradhana Sorout1, *, Anil Anand Pathak2, N. P. Singh3
1School of Business Management and Commerce, MVN University, Palwal, Haryana, India
2Management Development Institute (MDI), Gurgaon, Haryana, India
3School of Business Management and Commerce, MVN University, Palwal, Haryana, India
*Corresponding author. Email: aradhana.sorout@mvn.edu.in Email: Aradhanasorout01@gmail.com
Corresponding Author
Aradhana Sorout
Available Online 10 March 2026.
DOI
10.2991/978-94-6239-608-1_2How to use a DOI?
Keywords
Artificial Intelligence (AI); Green purchase intention (GPI); Eco-friendly products; sustainable behavior; green consumption
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 < 0.05), confirming that intention strongly predicts green behavior. But the mediating role of green purchase intention (GPI) was found to be statistically insignificant. These insights offer practical guidance and also contribute to emerging literature in this domain.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
10 March 2026
ISBN
978-94-6239-608-1
ISSN
2352-5428
DOI
10.2991/978-94-6239-608-1_2How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Aradhana Sorout
AU  - Anil Anand Pathak
AU  - N. P. Singh
PY  - 2026
DA  - 2026/03/10
TI  - AI and Sustainable Consumer Decision-Making: A Conceptual Extension of the SEE Model
BT  - Proceedings of the 12th AIM-AMA Sheth Foundation Doctoral Consortium & International Marketing Conference 2025 (IMCDC 2025)
PB  - Atlantis Press
SP  - 4
EP  - 19
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-608-1_2
DO  - 10.2991/978-94-6239-608-1_2
ID  - Sorout2026
ER  -