DOES GENERATIVE AI TRANSPARENCY BUILD GREEN BRAND IMAGE AND PURCHASE INTENTION?
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Abstract
This study examines the influence of Generative AI Transparency on Consumer Purchase Intention in the context of green marketing communications, with Green Brand Image as a mediating variable. The study is motivated by the convergence of Generative AI and green marketing, which introduces a compound credibility challenge where consumers are increasingly aware that AI systems can fabricate persuasive content at minimal cost, raising concerns about the authenticity of brand sustainability claims. The sample consists of three hundred and fifty-six valid responses from Indonesian consumers aged eighteen to forty-five who had been exposed to AI-generated marketing content for environmentally sustainable products. Structural Equation Modeling using Partial Least Squares was employed to test the proposed hypotheses. The results indicate that Generative AI Transparency has a positive and significant effect on Green Brand Image, suggesting that brands that proactively disclose AI use communicate sincerity and accountability. Green Brand Image has a positive and significant effect on Consumer Purchase Intention, confirming that favorable green brand associations translate into behavioral intentions. Generative AI Transparency has a significant direct positive effect on Consumer Purchase Intention, confirming that transparency influences purchase intention through both brand-perceptual and direct routes. Green Brand Image significantly mediates the relationship between Generative AI Transparency and Consumer Purchase Intention, with the mediated pathway accounting for the majority of the total effect. The findings suggest that transparent AI disclosure is a strategic tool for building green brand equity and driving purchase behavior. The study contributes to the literature on AI marketing and green branding by providing empirical evidence on how AI transparency influences consumer behavior through brand perception mechanisms.
Keywords:
Generative AI Transparency Green Brand Purchase Intention SustainabilityReferences
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