To explore the influence of AI-driven sustainable marketing strategies on consumer acceptance of responsible consumption.
Quantitative methodology was employed through an online self-administered questionnaire completed by 826 consumers from the Middle East and North Africa (MENA) region.
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.
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.
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.
Regulators and platforms can use an evidence-based approach to require transparency-enhancing AI tools in digital marketplaces.
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.
