Artificial Intelligence–Driven Marketing Personalization to Enhance Generation Z Purchase Intention for Sustainable ProductsArtificial Intelligence–Driven Marketing Personalization to Enhance Generation Z Purchase Intention for Sustainable Products
DOI:
https://doi.org/10.29407/mdpnn119Abstract
Research aim : This study analyzes the role of Artificial Intelligence (AI) in creating marketing personalization to increase Generation Z’s purchase intention toward eco-friendly reusable bottles in Jombang.
Design/Methode/Approach : A quantitative explanatory approach using SEM-PLS was applied to data from 100 Generation Z respondents selected through purposive sampling with a five-point Likert scale questionnaire.
Research Finding : AI has a positive and significant effect on marketing personalization and purchase intention. Personalization also significantly affects purchase intention and acts as a partial mediator, with the strongest influence on consumer interest.
Theoretical contribution/Originality : This study integrates AI, marketing personalization, and sustainable consumer behavior in a single framework, highlighting AI-driven personalization in promoting eco-friendly products among Generation Z. Practitionel/Policy implication : Businesses should adopt AI-based, personalized marketing strategies to improve engagement and competitiveness of sustainable products.
Research limitation : The study is limited by sample size and local scope; future research should expand samples and include variables such as trust and user experience.
Keywords:
Artificial Intelligence, marketing personalization, purchase intention, Generation Z, sustainable productsDownloads
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