Publicação
From Recommendations to Well-Being: The Influence of AI on Sustainable Consumer Decisions
| datacite.subject.fos | Ciências Naturais::Ciências da Computação e da Informação | |
| datacite.subject.sdg | 03:Saúde de Qualidade | |
| datacite.subject.sdg | 09:Indústria, Inovação e Infraestruturas | |
| datacite.subject.sdg | 12:Produção e Consumo Sustentáveis | |
| dc.contributor.advisor | Rohden, Simoni Fernanda | |
| dc.contributor.author | Gama, Beatriz do Amaral Brites Baleiras | |
| dc.date.accessioned | 2026-07-01T08:38:09Z | |
| dc.date.available | 2026-07-01T08:38:09Z | |
| dc.date.issued | 2026-06-23 | |
| dc.description | Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics | |
| dc.description.abstract | This study explores the role of artificial intelligence (AI)-based recommendations in shaping consumer responses within the context of sustainable consumption. Specifically, it examines how sustainability-oriented versus traditional chatbot recommendations influence consumer trust, purchase intention, and subjective wellbeing. Drawing on a quantitative experimental design, data were collected from 111 participants who were randomly assigned to one of two recommendation scenarios. The findings reveal that the type of recommendation does not exert a statistically significant effect on either purchase intention or subjective well-being, suggesting that sustainability framing alone may be insufficient to drive meaningful changes in consumer behavior. In contrast, trust in AI recommendations emerges as a critical determinant, significantly influencing both behavioral and emotional outcomes. Consumers who perceive AI systems as reliable and credible are more likely to report higher purchase intention and enhanced well-being. Furthermore, environmental awareness plays a significant role, positively affecting both trust and consumer responses, highlighting the importance of individual predispositions in shaping reactions to AI-driven interventions. These results contribute to the literature by challenging assumptions regarding the effectiveness of sustainabilityoriented recommendations and by reinforcing the central role of trust in human–AI interactions. From a managerial perspective, the study underscores the importance of designing transparent, reliable, and user-centered AI systems, rather than relying solely on sustainability cues to influence consumer decision-making | eng |
| dc.identifier.uri | http://hdl.handle.net/10362/204218 | |
| dc.language.iso | eng | |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | |
| dc.subject | Artificial Intelligence | |
| dc.subject | Sustainable Consumption | |
| dc.subject | Consumer Trust | |
| dc.subject | Purchase Intention | |
| dc.subject | Subjective Well-Being | |
| dc.subject | AI Recommendations | |
| dc.subject | Consumer Behavior | |
| dc.title | From Recommendations to Well-Being: The Influence of AI on Sustainable Consumer Decisions | eng |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| thesis.degree.name | Mestrado em Marketing Analítico, especialização em Digital Marketing and Analytics |