AI-Enabled Sustainable Marketing Practices: Their Impact on Consumer Awareness, Engagement, and Business Competitiveness

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Published: 2026-05-12
DOI: https://doi.org/10.70102/wk4e3a76
Keywords:
Artificial Intelligence, Sustainable Marketing, Consumer Awareness, Consumer Engagement, Business Competitiveness, Green Marketing

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Dr. Geeta Sood
Dean Academic Affairs, Kasturi Ram College of Higher Education, Affiliated to GGSIPU, Delhi, India,
Dr. Aditi Agarwal
Assistant Professor, School of Emerging Media & Creator Economy, KR Mangalam University, Gurugram, Haryana, India,
Dr. Yash Vats
Assistant Professor, School of Media Studies and Humanities, Department of Journalism and Mass Communication, Manav Rachna International Institute of Research and Studies, Faridabad, Haryana, India,
Ms. Kanchan Wadhwa
Assistant Professor, Department of Management, Kasturi Ram College of Higher Education, Affiliated to GGSIPU, Delhi, India,
Ms. Sanjana Gupta
Assistant Professor, Department of Commerce, Kasturi Ram College of Higher Education, Affiliated to GGSIPU, Delhi, India,

Abstract

The integration of Artificial Intelligence (AI) into sustainable marketing has transformed the manner in which organizations communicate environmental and social responsibility initiatives to consumers. AI-driven technologies such as predictive analytics, machine learning, personalization algorithms, chatbots, and sentiment analysis enable firms to deliver targeted sustainability messages, enhance customer engagement, and strengthen competitive positioning. This study examines the impact of AI-enabled sustainable marketing practices on consumer awareness, engagement, and business competitiveness. Using a quantitative research approach, primary data were collected from 400 consumers through a structured questionnaire. Statistical analysis revealed a significant positive relationship between AI-driven sustainable marketing initiatives and consumer awareness, engagement, and perceived business competitiveness. The findings suggest that organizations leveraging AI in sustainability communication can improve customer trust, strengthen brand reputation, and gain a competitive advantage in increasingly environmentally conscious markets.

Article Details

Issue

Vol. 6 No. S1 (2026): Volume 6, Issue S1, 2026

Section

Articles

How to Cite

AI-Enabled Sustainable Marketing Practices: Their Impact on Consumer Awareness, Engagement, and Business Competitiveness (G. Sood, A. Agarwal, Y. Vats, K. Wadhwa, & S. Gupta, Trans.). (2026). International Journal of Aquatic Research and Environmental Studies, 6(S1), 637-644. https://doi.org/10.70102/wk4e3a76

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