Exploring AI-enabled green marketing and green intention: An integrated PLS-SEM and NCA approach

Exploring AI-enabled green marketing and green intention: An integrated PLS-SEM and NCA approach

As the world becomes more conscious of sustainability issues, businesses are progressively adopting green marketing tactics to attract environmentally aware customers. The emergence of artificial intelligence (AI) has significantly transformed green marketing, opening up novel avenues for promoting...

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Bibliographic Details
Main Authors: Osama Sohaib, Aamna Alshemeili, Tariq Bhatti
Format: Article
Language:English
Published: Elsevier 2025-06-01
Series:Cleaner and Responsible Consumption
Subjects:
AI
Green marketing
Trust
Green intention
NCA
Online Access:http://www.sciencedirect.com/science/article/pii/S2666784325000208
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