Abstract

This study investigates the relationship between the usage of artificial intelligence (AI), specifically AI-based personalized recommendations (AI-PR), and its impact on consumers’ green product awareness (GPA) during online shopping. Recognizing that AI’s influence alone may not significantly affect green buying behaviours, we introduce emotional intelligence (EI) as a moderator to better understand human impact when using AI. The research framework is built upon the Interactive Recommendation Agents and the SOBC framework. A self-administered survey was conducted with 403 respondents, and the data were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that AI and AI-PR positively impact GPA, with partial mediation observed among the variables. Furthermore, emotional intelligence positively moderates the relationship between perceived AI usage and GPA. Specifically, individuals with higher emotional intelligence exhibit a stronger positive association between AI usage and GPA. Conversely, emotional intelligence negatively moderates the relationship between AI-based personalized recommendations and GPA, indicating that higher EI weakens the relationship between AI-PR and GPA, while lower EI strengthens it. The implications of this study are significant for marketers and retailers aiming to utilize AI-based personalized recommendations to encourage green behaviour and contribute to a sustainable future. These insights can help them understand the complex dynamics between AI, emotional intelligence, green product awareness, and behavioural intentions.