Abstract
Green marketing and AI represent innovative realms intersecting environmental sustainability and technological advancements. Green marketing aims to promote eco-friendly products, practices, and sustainability initiatives, catering to the growing environmentally conscious consumer base. On the other hand, AI, with its sophisticated algorithms and predictive capabilities, offers substantial potential in revolutionizing marketing strategies. Thus, this paper explores and examines the link between green marketing and artificial intelligence (AI) and their intersection. It assesses whether there is a significant connection between both concepts. It considers whether AI has been applied or can be applied in the context of green marketing to address environmental concerns, sustainability, or other relevant issues. Thus, it shows the role of the latter in developing green marketing solutions and strategies, and investigates the potential opportunities and challenges of integrating AI into green marketing strategies, and aims to explore the implications of this integration for both businesses and consumers. Beginning with an overview of green marketing, we delve into the evolution of AI and its transformative potential in enhancing eco-friendly marketing practices. Additionally, the paper underscores the implications of this integration for businesses, concluding with practical recommendations for AI-driven green marketing strategies.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Chowdhury, P., Samuel, M.S.: Artificial neural networks: a tool for understanding green consumer behavior. Mark. Intell. Plan. 32(5), 552–566 (2014)
Baharati, R.: Emergent perspectives on green marketing: the intertwining of sustainability, artificial intelligence, and the metaverse. Int. J. New Media Stud. (IJNMS) 5(2), 22–30 (2018)
Chowdhury, P., Samuel, M.S.: Artificial neural networks: a tool for understanding green consumer behavior. Mark. Intell. Plan. 32(5), 552–566 (2014)
Sanjeev, V., Rohit, S., Subhamay, D., Debojit, M.: Artificial intelligence in marketing: Systematic review and future research direction. Int. J.f Inf. Manag. Data Insights 1(1), 100002 (2021)
Chatterjee, S., Ghosh, S.K., Chaudhuri, R., Nguyen, B.: Are CRM systems ready for AI integration? A conceptual framework of organizational readiness for effective AI-CRM integration (2019)
Pitt, C.S., Bal, A.S., Plangger, K.: New approaches to psychographic consumer segmentation: Exploring fine art collectors using artificial intelligence, automated text analysis and correspondence analysis. Eur. J. Mark. (2020)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG
About this paper
Cite this paper
Saadi, S., Azdimousa, H. (2024). Artificial Intelligence and Green Marketing: What Link?. In: Ezziyyani, M., Kacprzyk, J., Balas, V.E. (eds) International Conference on Advanced Intelligent Systems for Sustainable Development (AI2SD'2023). AI2SD 2023. Lecture Notes in Networks and Systems, vol 931. Springer, Cham. https://doi.org/10.1007/978-3-031-54288-6_10
Download citation
DOI: https://doi.org/10.1007/978-3-031-54288-6_10
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-54287-9
Online ISBN: 978-3-031-54288-6
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)