Artificial Intelligence-Driven Green Marketing and Consumer Demand for Ayurvedic Products: An Empirical Investigation

Abstract

In the given research, the analysis of AI-powered green marketing influence on the Ayurvedic product demand in India will be conducted. As sustainability concerns increase, Indian consumers increasingly seek products that support both health and environmental values. To address this, green marketing initiatives such as sustainable sourcing and sustainable packaging are being integrated into Ayurvedic brands. However, there are very few studies on the effects of AI-powered marketing on consumer perceptions and behavior, especially in the Ayurvedic industry.
The present study is founded on the Theory of Planned Behavior (TPB) (Ajzen, 1991) to investigate the role of AI-based green marketing in influencing online trust and sustainability perceptions, which subsequently affect purchase intentions toward Ayurvedic products. Artificial intelligence-based marketing plans involving targeted advertisements and sustainability information disclosure are expected to enhance consumer trust and the perceived value of sustainable products.
Survey data will be collected from Indian consumers who have purchased or shown interest in Ayurvedic FMCG products. Structural Equation Modeling (SEM) will be applied to examine the direct and indirect influence of AI-based green marketing on purchase intentions. The findings will contribute to the literature on AI in marketing and provide implications for marketers and policymakers to promote sustainable consumption in the expanding Ayurvedic market.