📄 Abstract
Artificial Intelligence play an important role in promoting sustainability within e-commerce. Gen Z are the chief dominator in digital world and aware about sustainability compare to other generational cohorts. Previous research focus on general consumer group, apparel and grocery yet online shopping behaviour in e-commerce among Generation Z are lacking. The main objective of this study is to analyse the impact of artificial intelligence in sustainable online shopping behaviour and eco-friendly product choices among Gen Z. The study suggests descriptive and quantitative approach of 100 respondents through convenience sampling. Independent variable includes artificial intelligence and dependent variable includes sustainable online shopping behaviour and eco-friendly product choices. Demographic variables were analysed by frequency and percentage. The internal consistency and reliability were measured by Cronbachs Alpha which is 0.77 considered reliable for further analysis. Regression analysis reveal that model is statistically significant, the value R Square is low which show small proportion of the variation in sustainable online shopping behaviour and eco-friendly product choices is explained by AI. Additionally, Coefficient table reflects a moderate positive beta value, shows that AI has a positive impact on sustainable online shopping behaviour and eco-friendly product choices among Gen Z. This study has significant implications for businesses, policymakers and researchers. The purpose of the businesses is to enhance customer engagement in marketing strategies with sustainability also supports ethical use of AI and transparency in promoting sustainability for policymakers. Moreover, study provides valuable insights of artificial intelligence and sustainable online shopping behaviour for researchers.
🏷️ Keywords
📚 How to Cite:
Drishti Jain, Dr. Anand Kumar Parashar , ROLE OF ARTIFICIAL INTELLIGENCE IN PROMOTING SUSTAINABLE ONLINE SHOPPING BEHAVIOUR AMONG GENERATION Z , Volume 13 , Issue 4, April 2026, EPRA International Journal of Environmental Economics, Commerce and Educational Management(ECEM) , DOI: https://doi.org/10.36713/epra27051