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The Role of AI in Shaping Consumer Behaviour: Insights into Personalised Marketing and Sustainable Shopping Practices

In: Business Sustainability: Innovation in Entrepreneurship & Internationalisation

Author

Listed:
  • Luzia Arantes

    (Polytechnic University of Cávado and Ave
    University of Aveiro
    Sustainable Development Research Group, EKA)

  • Sandra Barbosa Costa

    (Polytechnic University of Viseu)

  • Jéssica Alves

    (Polytechnic University of Bragança)

  • Luís Vaz

    (University of Beira Interior
    NECE - Research Centre for Business Sciences)

Abstract

This study investigates the influence of artificial intelligence (AI) on consumer behaviour, focusing on personalised marketing and sustainable shopping practices. It addresses the gap in empirical research by examining how AI integration in personalised marketing can promote sustainable consumption. The research questions explore how AI changes online shopping consumer behaviour and influences sustainability attitudes. Using a quantitative methodology, data were collected from 139 adult consumers in Portugal. Results indicate that AI significantly improves the relevance and efficiency of personalised shopping experiences, promotes conscious consumption, and reduces waste. However, consumers still prefer human interactions over AI-automated processes during purchases despite the positive impact on sustainability. The findings suggest that while AI can drive sustainable consumer behaviour, there is a need for regulatory frameworks and green AI methodologies to mitigate its environmental impact and enhance consumer trust.

Suggested Citation

  • Luzia Arantes & Sandra Barbosa Costa & Jéssica Alves & Luís Vaz, 2026. "The Role of AI in Shaping Consumer Behaviour: Insights into Personalised Marketing and Sustainable Shopping Practices," Springer Books, in: Fernando Luís Almeida & José Carlos Morais & José Duarte Santos (ed.), Business Sustainability: Innovation in Entrepreneurship & Internationalisation, pages 325-340, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99151-6_21
    DOI: 10.1007/978-3-031-99151-6_21
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