IDEAS home Printed from https://ideas.repec.org/a/gam/jadmsc/v15y2025i1p20-d1561549.html
   My bibliography  Save this article

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
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2076-3387/15/1/20/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2076-3387/15/1/20/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    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).
    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. Gianmarco Bressanelli & Federico Adrodegari & Daniela C. A. Pigosso & Vinit Parida, 2022. "Towards the Smart Circular Economy Paradigm: A Definition, Conceptualization, and Research Agenda," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    2. Fazal Ur Rehman & Basheer M. Al-Ghazali & Adel Ghaleb Haddad & Ehab Abdullatif Qahwash & M. Sadiq Sohail, 2023. "Exploring the Reverse Relationship between Circular Economy Innovation and Digital Sustainability—The Dual Mediation of Government Incentives," Sustainability, MDPI, vol. 15(6), pages 1-21, March.
    3. Shahzad, Muhammad Farrukh & Xu, Shuo, 2024. "Antecedents of international entrepreneurship and emerging technologies help to achieve sustainable development goals: Moderating role of global mindset," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
    4. Yu, Zhipeng & Cao, Xiaonan & Tang, Lu & Yan, Taihua & Wang, Zeyu, 2024. "Does digitalization improve supply chain efficiency?," Finance Research Letters, Elsevier, vol. 67(PA).
    5. Mohammed Alojail & Surbhi Bhatia Khan, 2023. "Impact of Digital Transformation toward Sustainable Development," Sustainability, MDPI, vol. 15(20), pages 1-20, October.
    6. Diena Dwidienawati & Bella Lorenza Indrajaya & Erik Van Zanten, 2025. "Factors Affecting the Implementation of Green Supply Chain in Companies in Indonesia: A Qualitative Study," Sustainability, MDPI, vol. 17(12), pages 1-19, June.
    7. Laura I. Acevedo & Daniela C. A. Pigosso & Tim C. McAloone, 2024. "Exploring the Landscape of Contemporary Sustainability Philosophies: Origins, Synergies and Corporate Applications," Circular Economy and Sustainability, Springer, vol. 4(4), pages 2675-2711, December.
    8. Wang, Shaofeng & Zhang, Hao, 2025. "Artificial intelligence digital employees and sustainable innovation in online retail: The mediating role of ambidextrous green innovation and the moderating role of ethical anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
    9. Di, Kaisheng & Chen, Weidong & Shi, Qiumei & Cai, Quanling & Liu, Sichen, 2024. "Analysing the impact of coupled domestic demand dynamics of green and low-carbon consumption in the market based on SEM-ANN," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    10. Fadhlur Rahim Azmi & Mastura Roni & Megawati Sa’at, 2024. "Circular Supply Chain Management in Developing Countries: Challenges, Opportunities and Pathways to Sustainability," Information Management and Business Review, AMH International, vol. 16(1), pages 105-115.
    11. Chengyuan Zhang & Qianran Qin & Bingqing Zhao & Cuicui Yu & Shouyang Wang & Jian Chai & Fuxin Jiang, 2025. "Insights into space tourism discourse on TikTok using a deep visual model and a text mining method: trends, topics, and public attitudes," Palgrave Communications, Palgrave Macmillan, vol. 12(1), pages 1-13, December.
    12. Christine Petr & Paul Caudan, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Post-Print hal-04554364, HAL.
    13. Goehlich, Robert A. & Bebenroth, Ralf, 2025. "Pilots’ desire to become future space tourism pilots: Polynomial regression using response surface analysis," Transport Policy, Elsevier, vol. 162(C), pages 509-520.
    14. Imadeddine Oubrahim & Naoufal Sefiani & Ari Happonen, 2023. "The Influence of Digital Transformation and Supply Chain Integration on Overall Sustainable Supply Chain Performance: An Empirical Analysis from Manufacturing Companies in Morocco," Energies, MDPI, vol. 16(2), pages 1-24, January.
    15. Qingyu Zhang & Aman Ullah & Sana Ashraf & Muhammad Abdullah, 2024. "Synergistic Impact of Internet of Things and Big-Data-Driven Supply Chain on Sustainable Firm Performance," Sustainability, MDPI, vol. 16(13), pages 1-20, July.
    16. Soumya Varma & Nitin Singh & Ajit Patra, 2024. "Supply Chain Flexibility: Unravelling the Research Trajectory Through Citation Path Analysis," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 25(2), pages 199-222, June.
    17. Dai, Siwei & Tang, Daoyun & Li, Yunfeng & Lu, Huaixin, 2025. "Digital trade, trade openness, FDI, and green total factor productivity," International Review of Financial Analysis, Elsevier, vol. 97(C).
    18. Petr, Christine & Caudan, Paul, 2024. "Ethical marketing framework for metaverse simulated experiences of tourism (SET): An exploration of consumers’ aspirations and fears," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    19. Andrade-Arias, Ana Sofia & Kabir, Golam & Mirmohammadsadeghi, Mehdi & Gunasekaran, Angappa & Elizondo-Noriega, Armando, 2025. "Exploring public perspectives on solar energy adoption in Mexico," Renewable and Sustainable Energy Reviews, Elsevier, vol. 212(C).
    20. Chowdhury, Soumyadeb & Ren, Shuang & Richey, Robert Glenn, 2025. "Leveraging artificial intelligence to facilitate green servitization: Resource orchestration and Re-institutionalization perspectives," International Journal of Production Economics, Elsevier, vol. 281(C).

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    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:gam:jadmsc:v:15:y:2025:i:1:p:20-:d:1561549. 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: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    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.