Sustainability Marketing and AI: Targeting Conscious Consumers with Green Messages

Abstract

This study investigates how sustainability marketing and artificial intelligence are combined to target conscious consumers with green messages. Using a systematic literature review, the paper synthesises empirical and conceptual research on sustainable marketing strategies, green consumer behaviour, and artificial intelligence enabled personalisation across digital touchpoints. The review shows that embedding environmental and social responsibility in core brand positioning, supported by sustainable brand equity and marketing innovation, can strengthen loyalty, trust, and market performance among conscious consumers. At the same time, the findings highlight substantial heterogeneity in green consumer responses, driven by differences in environmental concern, perceived green value, social norms, and perceived behavioural control, which underscores the need for nuanced segmentation and tailored sustainability communication. Finally, the review demonstrates that artificial intelligence can enhance the precision and timeliness of green targeting, but also raises critical risks related to privacy, opacity, bias, and sophisticated greenwashing. The study concludes with implications for responsible governance and future research in marketing and public policy