<![CDATA[Purpose: To explore how AI-based promotion shapes consumers' perceptions and awareness when choosing eco-friendly products on the Shopee marketplace. Research Methodology: A qualitative descriptive case study approach was employed. Ten informants were selected through purposive sampling. Data were collected through in-depth interviews, observations, and documentation during fieldwork conducted in person in June 2026. The data were analyzed using an interactive analysis model involving data reduction, data display, and conclusion drawing. To enhance the credibility of the findings, source triangulation and method triangulation were applied. Results: AI-based promotion positively influenced consumer environmental awareness. All informants reported that repeated exposure to AI-generated eco-friendly product recommendations heightened their environmental consciousness; eight informants rated the promotion as effective and two as moderately effective. Dominant purchase-decision factors were price and promotions, product reviews and quality, and actual need. Conclusions: AI-based promotion on Shopee gradually fosters consumer environmental awareness through personalized recommendation mechanisms, although economic considerations remain the primary filter in purchasing decisions. Limitations: The study involved only ten informants aged 18–35 selected through purposive sampling, so the findings are exploratory and contextual rather than broadly generalizable. Contributions: This study offers practical insight for e-commerce practitioners and platform developers on pairing eco-friendly promotion with price incentives and integrating environmental-impact information into AI recommendation features, and contributes to the marketing and consumer-behavior literature on AI driven sustainable consumption]]>
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