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All Journal Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi
Schazad Khan
Universitas geomatika
Economics, Econometrics & Finance

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AI-PERSONALIZED GREEN MARKETING: DRIVING ECO-CONSCIOUS CONSUMER BEHAVIOR IN REAL-TIME Lina Tio; Schazad Khan; Dorris Yadewani
Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi Vol 12, No 1 (2026): VOLUME XII NO. 1 APRIL 2026
Publisher : Jurnal Menara Ekonomi : Pelatihan dan Kajian Ilmiah Bidang Ekonomi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31869/me.v12i1.7826

Abstract

This study examines the integration of artificial intelligence in green marketing strategies, specifically focusing on personalized eco-engagement campaigns. Through a qualitative case study approach utilizing secondary data from The Body Shop Malaysia's sustainability initiatives, this research investigates how AI-driven personalization enhances eco-conscious consumer behavior. The findings reveal that AI-powered green marketing significantly improves consumer engagement rates, purchase intentions, and environmental awareness. This research contributes to the understanding of technology-enabled sustainable marketing practices in Southeast Asia and provides practical insights for businesses seeking to enhance their environmental impact through personalized digital strategies.
Co-Authors Dorris Yadewani Lina Tio