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The Influence of AI-Driven Ethical Recommendations on Consumer Intention to Purchase Grocery Products
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Resumo(s)
Artificial intelligence is changing how consumers discover and assess products, andgrocery shopping is not an exception. As recommendation systems growinsophistication, they are becoming more capable of promoting ethically classifiedproducts, i.e those products that are sustainably sourced or humanelyfarmed/produced. Relatively little is known about whether such classificationsactually influence everyday purchase decisions, and this study sets out toaddressthat gap. Through a scenario-based experiment, participants recruited primarilyfromNigeria were randomly assigned to view either an AI recommendation featuringafree-range certified chicken breast or a standard recommendation without ethical labeling, after which their purchase intentions were measured alongside perceptionsof taste, healthiness, and sustainability. The gathered insights offer important guidance to retailers and AI developers who are looking to be associatedwithsustainable practices, particularly those who market familiar grocery productslikefree-range chicken breast, to consider drafting recommendations with referencetoethical classifications when promoting their business. For companies whoexploreeveryday low-involvement groceries, displaying ethical labels may alsoprovevaluable to increase the purchase intentions of their customers. This thesis providesnot only academic knowledge when it comes to how ethical AI recommendationsareperceived in some products, extending the Theory of Planned Behavior toAI-mediated retail in African markets, but also practical applications topromoteenvironmentally friendly recommendations to impact consumption behaviour.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Research and CRM
Palavras-chave
AI-driven recommendations Ethical grocery products Purchase intentions Perceived sustainability Perceived health Nigerian Consumer Behaviour