IDEAS home Printed from https://ideas.repec.org/a/bjc/journl/v10y2024i12p255-266.html
   My bibliography  Save this article

The Role of Artificial Intelligence in Shaping Sustainable Consumer Behavior: A Cross-Sectional Study of Southwest, Nigeria

Author

Listed:
  • Oke T. T.

    (Yannis Marketing, Lagos, Nigeria)

  • Ramachandran T.

    (Institute for Sustainable Development, First Technical University, Ibadan, Oyo State, Nigeria)

  • A. F. Afolayan

    (Cocharis Motors Ltd, Nigeria)

  • K. C. Ihemereze

    (Independent Researcher, Lagos)

  • C. A. Udeh

Abstract

Artificial Intelligence (AI) has become ubiquitous leaving imprints in every facet of life even stronger as the growing number of purchases occur online. Despite the associated benefits of AI, little is still known about the relationship between this powerful tool and sustainability in consumer behaviour. This study was, therefore conducted to assess the importance of AI in influencing sustainable consumer behaviour in Nigeria. Data was collected for the research using a pre-tested, well-structured questionnaire administered to 320 respondents. Data collected were analysed using SPSS version 20 and STATA version 12.0. Results of the analysis showed that the experience of the respondents is relatively high at 9.1±4.58, and the mean number of times purchased per month was 5±2.17 while 49 per cent of the respondents are aware of the use of AI in online shopping. About 67.5 per cent of the respondents were familiar with AI while 27.19 per cent carried out a purchasing decision based on AI-generated recommendations related to sustainability. Consumers also believe that the influence of AI on consumer choices is reflected in receiving personalized recommendations for products and services, but believe AI plays moderate role on the level of influence these personalized recommendations have on the decision to purchase a product is relatively low. The results suggest that AI could impact Sustainable consumer behaviour in the study area.

Suggested Citation

  • Oke T. T. & Ramachandran T. & A. F. Afolayan & K. C. Ihemereze & C. A. Udeh, 2024. "The Role of Artificial Intelligence in Shaping Sustainable Consumer Behavior: A Cross-Sectional Study of Southwest, Nigeria," International Journal of Research and Scientific Innovation, International Journal of Research and Scientific Innovation (IJRSI), vol. 10(12), pages 255-266, January.
    • Handle: RePEc:bjc:journl:v:10:y:2024:i:12:p:255-266
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijrsi/digital-library/volume-10-issue-12/255-266.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijrsi/articles/the-role-of-artificial-intelligence-in-shaping-sustainable-consumer-behavior-a-cross-sectional-study-of-south-west-nigeria/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Maja Hosta & Vesna Zabkar, 2021. "Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior," Journal of Business Ethics, Springer, vol. 171(2), pages 273-293, June.
    2. Tong Jia & Shahid Iqbal & Arslan Ayub & Tehreem Fatima & Zeeshan Rasool, 2023. "Promoting Responsible Sustainable Consumer Behavior through Sustainability Marketing: The Boundary Effects of Corporate Social Responsibility and Brand Image," Sustainability, MDPI, vol. 15(7), pages 1-21, March.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Tamara Vlastelica & Milica Kostić-Stanković & Tamara Rajić & Jelena Krstić & Tijana Obradović, 2023. "Determinants of Young Adult Consumers’ Environmentally and Socially Responsible Apparel Consumption," Sustainability, MDPI, vol. 15(2), pages 1-18, January.
    2. Stavros Sindakis & Saloome Showkat & Jiafu Su, 2023. "Unveiling the Influence: Exploring the Impact of Interrelationships among E-Commerce Supply Chain Members on Supply Chain Sustainability," Sustainability, MDPI, vol. 15(24), pages 1-27, December.
    3. Umar Nawaz Kayani & Anamul Haque & Umme Kulsum & Nishat Taslin Mohona & Fakhrul Hasan, 2023. "Modeling the Antecedents of Green Consumption Values to Promote the Green Attitude," Sustainability, MDPI, vol. 15(17), pages 1-15, August.
    4. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.
    5. Vanessa Hanel & Debra Z. Basil, 2023. "Socially conscious consumer behavior: the role of ethical self-identity and priming," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 427-445, June.
    6. Fernando Almeida, 2022. "The Contribution of Local Agents and Citizens to Sustainable Development: The Portuguese Experience," Sustainability, MDPI, vol. 14(19), pages 1-18, October.
    7. Zhicheng Zeng & Wenjun Zhong & Shumaila Naz, 2023. "Can Environmental Knowledge and Risk Perception Make a Difference? The Role of Environmental Concern and Pro-Environmental Behavior in Fostering Sustainable Consumption Behavior," Sustainability, MDPI, vol. 15(6), pages 1-23, March.
    8. Giuseppe Crapa & Maria Elena Latino & Paolo Roma, 2024. "The performance of green communication across social media: Evidence from large‐scale retail industry in Italy," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 493-513, January.
    9. Shashi, & Centobelli, Piera & Cerchione, Roberto & Jhamb, Deepika, 2023. "Double-edged circularity: Comparative assessment of circular and non-circular consumers," Ecological Economics, Elsevier, vol. 212(C).
    10. Seema Bhardwaj & Kiran Nair & Muhammad Usman Tariq & Asad Ahmad & Asmita Chitnis, 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    11. Nhat Tram Phan-Le & Linda Brennan & Lukas Parker, 2024. "An Integrated Model of the Sustainable Consumer," Sustainability, MDPI, vol. 16(7), pages 1-27, April.
    12. Martínez García de Leaniz, Patricia & Castro González, Sandra, 2023. "Consumer behavior on sustainable issues," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    13. Sini Laari & Tomi Solakivi & Anu Bask & Juuso Töyli & Lauri Ojala, 2021. "Unravelling Mickey Mouse: The Effect of Supply Chain Position and Organisational Slack on the Uneven Balance of Sustainability Dimensions," Sustainability, MDPI, vol. 13(24), pages 1-16, December.
    14. Gibellato, Simone & Ballestra, Luca Vincenzo & Fiano, Fabio & Graziano, Domenico & Luca Gregori, Gian, 2023. "The impact of education on the Energy Trilemma Index: A sustainable innovativeness perspective for resilient energy systems," Applied Energy, Elsevier, vol. 330(PB).
    15. Ahsan Siraj & Shilpa Taneja & Yongming Zhu & Hongbing Jiang & Sunil Luthra & Anil Kumar, 2022. "Hey, did you see that label? It's sustainable!: Understanding the role of sustainable labelling in shaping sustainable purchase behaviour for sustainable development," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 2820-2838, November.
    16. Haj-Salem, Narjes & Ishaq, Muhammad Ishtiaq & Raza, Ali, 2022. "How anticipated pride and guilt influence green consumption in the Middle East: The moderating role of environmental consciousness," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    17. Marko Šostar & Vladimir Ristanović, 2023. "Assessment of Influencing Factors on Consumer Behavior Using the AHP Model," Sustainability, MDPI, vol. 15(13), pages 1-24, June.
    18. Nanjangud Vishwanath Vighnesh & Patil Balachandra & Deepak Chandrashekar & Sukanlaya Sawang, 2023. "How cultural values influence sustainable consumption behavior? An empirical investigation in a non‐Western context," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(2), pages 990-1007, April.
    19. D. Louis & C. Lombart, 2024. "Impact of a corporate social responsibility message on consumers’ sustainable behaviours and purchase intentions," Post-Print hal-04386727, HAL.
    20. Ainslie E. Schultz & Kevin P. Newman & Scott A. Wright, 2023. "The Negative Effect of Low Belonging on Consumer Responses to Sustainable Products," Journal of Business Ethics, Springer, vol. 187(3), pages 473-492, October.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bjc:journl:v:10:y:2024:i:12:p:255-266. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Renu Malsaria (email available below). General contact details of provider: https://www.rsisinternational.org/journals/ijrsi/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.