Title: The Role of Recommender Type and Appeal Type in Sustainable Product Consumption
(A2026-132925)

AUTHORS

Melis Ceylan, Heriot-Watt University; Ezgi Merdin Uygur, Brunel University of London

ABSTRACT

This research investigates how digital technologies can be leveraged to encourage sustainable product consumption. The findings demonstrate that consumers perceive a stronger congruence between an AI-based recommendation agent and the financial (i.e., extrinsic) benefits associated with sustainable product consumption. Accordingly, the authors conclude that companies can strategically employ artificial intelligence technologies in their marketing communications to effectively convey information or respond to inquiries regarding the financial benefits of their sustainable products