Citation

Ahmed, Areej and Haris Fadzilah, Asmaul Husna and Chan, Tak Jie (2025) Impact of Green Media on Purchase Intention: The Moderating Role of Artificial Intelligence in Sustainable Marketing. PaperASIA, 41 (4b). pp. 344-359. ISSN 0218-4540

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Abstract

This research examines how Green Media influences consumers' intentions to purchase environmentally friendly products, with a particular focus on the moderating effect of Artificial Intelligence (AI). A quantitative methodology was employed, gathering responses from 312 participants via an online survey. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The findings demonstrate a significant positive relationship between green media and purchase intention (β = 0.684, p < 0.001, R² = 0.60), emphasizing the role of sustainability-oriented marketing in encouraging eco-conscious consumer behavior. Furthermore, the study reveals that AI significantly moderates this relationship (interaction effect β = 0.256, p < 0.001), suggesting that AI-powered green media campaigns by tailoring content to individual preferences, are more effective than traditional marketing approaches. These insights offer practical guidance for organizations aiming to integrate AI into their sustainability communication strategies. Nonetheless, the study is limited by its cross-sectional design and geographic scope. Future research should consider longitudinal approaches, cross-cultural comparisons, and the evolving capabilities of AI in green marketing. Overall, embedding AI in eco-marketing initiatives holds substantial promise for promoting sustainable consumption, enhancing brand credibility, and supporting long-term organizational goals.

Item Type:	Article
Uncontrolled Keywords:	Green media, Purchase intention, Artificial Intelligence, Green marketing, Sustainable consumption
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	30 Sep 2025 04:38
Last Modified:	05 Oct 2025 06:21
URII:	http://shdl.mmu.edu.my/id/eprint/14573

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