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Adarsh Pathak,
Deepti Pandey,
- Student, Department of Management Studies, Bansal Institute of Engineering and Technology, Lucknow, Uttar Pradesh, India
- Assistant Professor, Department of Management Studies, Bansal Institute of Engineering and Technology, Lucknow, Uttar Pradesh, India
Abstract
The accelerating integration of Artificial Intelligence (AI) into business management systems has fundamentally transformed the dynamics of consumer decision-making and organizational marketing strategies. This paper investigates the multidimensional impact of AI-driven technologies, including predictive analytics, recommendation engines, chatbots, natural language processing, and machine learning algorithms, on consumer behavior and sustainable consumption patterns within contemporary management frameworks. Drawing upon a comprehensive synthesis of empirical studies, theoretical literature, and bibliometric analyses, the paper proposes a conceptual framework that illustrates the relationships among AI implementation, consumer trust, awareness, and environmentally responsible purchasing behavior. The study further explores how AI-powered personalization and intelligent decision-support systems can help bridge the longstanding attitude–behavior gap associated with sustainability-oriented consumption by delivering relevant, transparent, and personalized recommendations. The findings indicate that AI significantly enhances customer engagement, purchase frequency, brand loyalty, and overall consumer experience through data-driven personalization and real-time interactions. However, the effectiveness of AI in encouraging sustainable purchasing decisions remains dependent on several critical factors, including consumer awareness, trust in AI- generated recommendations, algorithmic transparency, and the ethical use of consumer data. In addition, the paper critically examines managerial and policy implications of integrating AI into sustainable marketing practices, highlighting key challenges such as algorithmic bias, privacy concerns, digital inequality, and the environmental footprint associated with AI infrastructure and computational resources. Furthermore, the study discusses the importance of explainable AI, responsible governance, and Environmental, Social, and Governance (ESG)-oriented strategies in ensuring the ethical adoption of AI technologies. By synthesizing current knowledge and identifying future research directions, this review contributes to the growing discourse on responsible AI adoption in modern management and provides valuable insights for researchers, practitioners, and policymakers seeking to align technological innovation with long-term sustainable development objectives.
Keywords: Artificial Intelligence, Consumer Behavior, Sustainable Consumption, Decision-Making, Green Marketing, Machine Learning, Recommendation Systems, ESG, Personalization, Modern Management
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Journal of Production Research & Management
| Volume | 16 | |
| 02 | ||
| Received | 17/07/2026 | |
| Accepted | 30/07/2026 | |
| Published | 25/08/2026 | |
| Publication Time | 39 Days |