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AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels

Author

Listed:
  • Hanadi Salhab

    (Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan)

  • Munif Zoubi

    (Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan)

  • Laith T. Khrais

    (Department of Business, Faculty of Business, Middle East University, Amman 11831, Jordan)

  • Huda Estaitia

    (Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan)

  • Lana Harb

    (Management Sciences Department, Business School, German Jordanian University, Amman 11180, Jordan)

  • Almotasem Al Huniti

    (Department of eMarketing, Faculty of Business, Middle East University, Amman 11831, Jordan)

  • Amer Morshed

    (Financial and Accounting Science Department, Faculty of Business, Middle East University, Amman 11831, Jordan)

Abstract

This paper explores how AI drives GCC sector retail towards the fulfillment of the UN SDGs. Analyzing a survey conducted on 410 retail executives, using PLS-SEM, this study underlines the role of AI in promoting operational efficiency, waste reduction, and consumer engagement with greener products. Key highlights include that AI-enabled marketing strategies improve the adoption of sustainable practices among consumers; AI-powered smart distribution channels enhance supply chain efficiency, reduce carbon emissions, and optimize logistics. For a retailer, practical applications of AI include the use of AI in demand forecasting to potentially reduce waste, personalized marketing to efficiently promote sustainable products, and deploying smart systems that reduce energy consumption. While these benefits are real, data privacy and algorithmic bias remain valid concerns, thus underlining the need for ethics and transparency in the practice of AI. The following study provides actionable insights for GCC retailers on how to align AI adoption with sustainability goals, fostering competitive advantages and environmental responsibility.

Suggested Citation

  • Hanadi Salhab & Munif Zoubi & Laith T. Khrais & Huda Estaitia & Lana Harb & Almotasem Al Huniti & Amer Morshed, 2025. "AI-Driven Sustainable Marketing in Gulf Cooperation Council Retail: Advancing SDGs Through Smart Channels," Administrative Sciences, MDPI, vol. 15(1), pages 1-25, January.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:1:p:20-:d:1561549
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    References listed on IDEAS

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    1. Mohitul Ameen Ahmed Mustafi & Ya-Juan Dong & Md Sajjad Hosain & Mohammad Bin Amin & Md. Atikur Rahaman & Masuk Abdullah, 2024. "Green Supply Chain Management Practices and Organizational Performance: A Mediated Moderation Model with Second-Order Constructs," Sustainability, MDPI, vol. 16(16), pages 1-25, August.
    2. Marko Sarstedt & Nicole F. Richter & Sven Hauff & Christian M. Ringle, 2024. "Combined importance–performance map analysis (cIPMA) in partial least squares structural equation modeling (PLS–SEM): a SmartPLS 4 tutorial," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 746-760, December.
    3. Kirti Nayal & Shashank Kumar & Rakesh D. Raut & Maciel M. Queiroz & Pragati Priyadarshinee & Balkrishna E. Narkhede, 2022. "Supply chain firm performance in circular economy and digital era to achieve sustainable development goals," Business Strategy and the Environment, Wiley Blackwell, vol. 31(3), pages 1058-1073, March.
    4. Kim, Myung Ja & Hall, C. Michael & Kwon, Ohbyung & Sohn, Kwonsang, 2024. "Space tourism: Value-attitude-behavior theory, artificial intelligence, and sustainability," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
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    Cited by:

    1. Hwang Bang‐Ning & Siriprapha Jitanugoon & Pittinun Puntha, 2025. "AI‐Powered Sustainable Tourism: Unlocking Circular Economies and Overcoming Resistance to Change," Business Strategy and the Environment, Wiley Blackwell, vol. 34(5), pages 5781-5802, July.
    2. Alwakid, Wafa Naif & Dahri, Nisar Ahmed, 2025. "Harnessing AI capabilities and green entrepreneurial orientation for sustainable SME performance using SEM analysis approach," Technology in Society, Elsevier, vol. 83(C).

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