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The Transformative Potential of AI in Green Marketing Strategies

Author

Listed:
  • Karim Darban

    (University Hassan II [Casablanca])

  • Smail Kabbaj

    (UH2MC - Université Hassan II [Casablanca])

  • Mostafa El Jay

    (University Hassan II [Casablanca])

Abstract

This paper explores how AI can greatly enhance green marketing strategies by improving customer targeting, providing personalized recommendations, optimizing supply chains, and accurately forecasting market trends. And addresses the challenges associated with data quality, privacy concerns, biases in algorithms, and transparency issues that need to be overcome for responsible AI implementation. The paper suggests practical recommendations for policymakers to promote ethical and sustainable use of AI in green marketing. It emphasizes the importance of collaboration among businesses, policymakers, and researchers to ensure responsible AI adoption.

Suggested Citation

  • Karim Darban & Smail Kabbaj & Mostafa El Jay, 2023. "The Transformative Potential of AI in Green Marketing Strategies," Post-Print hal-04523586, HAL.
    • Handle: RePEc:hal:journl:hal-04523586
    Note: View the original document on HAL open archive server: https://hal.science/hal-04523586
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    References listed on IDEAS

    as
    1. Chang, Lei & Taghizadeh-Hesary, Farhad & Mohsin, Muhammad, 2023. "Role of artificial intelligence on green economic development: Joint determinates of natural resources and green total factor productivity," Resources Policy, Elsevier, vol. 82(C).
    2. Balween Kaur & Veer P. Gangwar & Ganesh Dash, 2022. "Green Marketing Strategies, Environmental Attitude, and Green Buying Intention: A Multi-Group Analysis in an Emerging Economy Context," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    3. Sophie Hemker & Carolina Herrando & Efthymios Constantinides, 2021. "The Transformation of Data Marketing: How an Ethical Lens on Consumer Data Collection Shapes the Future of Marketing," Sustainability, MDPI, vol. 13(20), pages 1-13, October.
    4. Zhang, ZhongXiang, 2010. "China in the transition to a low-carbon economy," Energy Policy, Elsevier, vol. 38(11), pages 6638-6653, November.
    5. Ataul Karim Patwary & Muharis Mohamed & Md Karim Rabiul & Waqas Mehmood & Muhammad Umair Ashraf & Adamu Abbas Adamu, 2022. "Green purchasing behaviour of international tourists in Malaysia using green marketing tools: theory of planned behaviour perspective," Nankai Business Review International, Emerald Group Publishing Limited, vol. 13(2), pages 246-265, January.
    6. Javid Ghahremani Nahr & Hamed Nozari & Mohammad Ebrahim Sadeghi, 2021. "Green supply chain based on artificial intelligence of things (AIoT)," International Journal of Innovation in Management, Economics and Social Sciences, International Scientific Network (ISNet), vol. 1(2), pages 56-63.
    7. Bleier, Alexander & Goldfarb, Avi & Tucker, Catherine, 2020. "Consumer privacy and the future of data-based innovation and marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 466-480.
    8. Hoon S. Cha & Jong Hyun Wi & Chanhi Park & Taeha Kim, 2021. "Sustainability Calculus in Adopting Smart Speakers—Personalized Services and Privacy Risks," Sustainability, MDPI, vol. 13(2), pages 1-18, January.
    9. Neringa Vilkaite-Vaitone & Ilona Skackauskiene & Gonzalo Díaz-Meneses, 2022. "Measuring Green Marketing: Scale Development and Validation," Energies, MDPI, vol. 15(3), pages 1-17, January.
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    More about this item

    Keywords

    Digital marketing; Social-Media; Sustainability; AI Digital marketing Green marketing strategies Social-Media Sustainability; AI; Green marketing strategies;
    All these keywords.

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