The Role of Artificial Intelligence in Shaping Sustainable Consumer Behavior: A Cross-Sectional Study of Southwest, Nigeria

Abstract

Artificial Intelligence (AI) has become ubiquitous leaving imprints in every facet of life even stronger as the growing number of purchases occur online. Despite the associated benefits of AI, little is still known about the relationship between this powerful tool and sustainability in consumer behaviour. This study was, therefore conducted to assess the importance of AI in influencing sustainable consumer behaviour in Nigeria. Data was collected for the research using a pre-tested, well-structured questionnaire administered to 320 respondents. Data collected were analysed using SPSS version 20 and STATA version 12.0. Results of the analysis showed that the experience of the respondents is relatively high at 9.1±4.58, and the mean number of times purchased per month was 5±2.17 while 49 per cent of the respondents are aware of the use of AI in online shopping. About 67.5 per cent of the respondents were familiar with AI while 27.19 per cent carried out a purchasing decision based on AI-generated recommendations related to sustainability. Consumers also believe that the influence of AI on consumer choices is reflected in receiving personalized recommendations for products and services, but believe AI plays moderate role on the level of influence these personalized recommendations have on the decision to purchase a product is relatively low. The results suggest that AI could impact Sustainable consumer behaviour in the study area.