The effect of artificial intelligence supported digital marketing strategies on sustainable consumer behavior: Analyzing technology acceptance model (TAM) and green consumption

With digitalization, marketing processes have been transformed and artificial intelligence (AI)-based technologies have become the center of marketing strategies. Especially in the sustainability axis, businesses that want to reach consumers with high environmental awareness aim to increase consumer interaction and encourage green consumption behaviors with AI-supported digital marketing applications. The main purpose of this study is to examine the impact of artificial intelligence-supported digital marketing strategies on sustainable consumer behavior within the framework of the Technology Acceptance Model (TAM) and to evaluate it in relation to green consumption motivations. The research was structured with a quantitative approach, and a questionnaire form consisting of a Likert-type scale was used as a data collection tool. The data obtained from online consumers with various demographic profiles throughout Turkey were analyzed by structural equation modeling (SEM). As a result of the research, it has been determined that the perceived level of utility and ease of use of artificial intelligence-based marketing tools has a significant impact on sustainable consumption intention. In addition, it has been found that individuals with high environmental sensitivity respond more positively to AI-supported green marketing messages and this is reflected in their purchasing behavior. In this context, the study provides theoretical and practical contributions to the integration of technological tools with sustainable consumption in digital marketing strategies; it proposes new strategic ways that integrate environmental and technological approaches to marketing professionals.