Influence of AI-Driven Sustainable Marketing Strategies on Consumer Acceptance of Responsible Consumption, Tareq Hashem, Arshi Naim, Abdalah Abualkanam, Mohammad Isied, Saed Mustafa
Tareq N. Hashem
Professor of Marketing
Marketing Department, Faculty of Business
Applied Science Private University
Amman
Jordan
ORCID: 0000-0001-9564-931X
Arshi Naim
Academic Director, London Institute of Sustainable Development
London
United Kingdom
ORCID: 0000-0003-1325-6964
Abdalah Salameh Abualkanam
Associate Professor
Allied Sciences Department, Faculty of Arts and Sciences
Al-Ahliyya Amman University
Amman
Jordan
ORCID: 0000-0001-5423-7474
Mohammad Mousa Isied
Lecturer
Allied Sciences Department, Faculty of Arts and Sciences
Al-Ahliyya Amman University
Amman
Jordan
ORCID: 0009-0004-8411-6349
Saed Adnan Mustafa
Associate Professor
Marketing Department, Faculty of Business
Applied Science Private University
Amman
Jordan
ORCID: 0000-0002-3099-7230
Paper Type: Research
Received: 10 November 2025 /Revised: 20 December 2025 /Accepted: 22 December 2025 / Published: 15 May 2026
DOI:10.47556/J.WJSTSD.21.5.2026.4
Purpose: To explore the influence of AI-driven sustainable marketing strategies on consumer acceptance of responsible consumption.
Design/methodology/approach: Quantitative methodology was employed through an online self-administered questionnaire completed by 826 consumers from the Middle East and North Africa (MENA) region.
Findings: Artificial Intelligence (AI)-driven marketing strategies can increase consumers’ responsible consumption with social proof via micro-influencers having the strongest influence. In addition, verified sustainable purchases are supported by transparent supply chain data. MENA brands can establish trust as more people use digital marketing.
Original/Value of the Paper: The paper is the first empirical study of six dimensions that provides a framework of culturally based quantifiable findings that have not previously been considered in the literature.
Research Limitations: Restricted to an urban population of consumers in the MENA region and self-reported data, the results can be biased against rural or less digitally literate groups.
Practical Implications: Regulators and platforms can use an evidence-based approach to require transparency-enhancing AI tools in digital marketplaces.
Keywords: AI Marketing; Personalised Messaging; Sustainability; Eco-Label Verification; Price Optimisation; Micro-Influencers; MENA; Lifecycle Impact
Citation: Hashem, T. N., Naim, A., Abualkanam, A. S., Isied, M. M. and Mustafa, S. A. (2026): Influence of AI-Driven Sustainable Marketing Strategies on Consumer Acceptance of Responsible Consumption. World Journal of Science, Technology and Sustainable Development (WJSTSD), Vol. 21, No. 5, pp. 419-437.