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AI Advertising and Ethical Consumption Patterns: Influence on Sustainable Behavior in the Beauty Products Industry

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Resumo:As artificial intelligence (AI) becomes increasingly integrated into marketing practices, its potential to influence ethical and sustainable consumption remains underexplored, particularly within the beauty industry. This study compares AI-generated and human-created advertisements, investigating the psychological and social mechanisms underlying consumer responses to AI-driven advertising that promotes ethical and sustainable beauty products. Building on the Theory of Planned Behavior (TPB) and Social Identity Theory (SIT), the research examines how attitudes, subjective norms, perceived behavioral control, cognitive identity, and emotional identity shape behavioral intentions toward sustainable consumption. A quantitative approach was employed, combining experimental exposure to both advertisement types in an online survey of 206 participants. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that subjective norms, perceived behavioral control, and cognitive identity drive sustainable consumption intentions. Moreover, participants consistently favored AI-generated advertisements, suggesting that AI content can surpass human-created formats in engaging consumers with sustainability messages in the beauty sector. This research advances the understanding of AIdriven advertising as a tool for fostering ethical consumption by integrating identity constructs into established behavioral models. It offers valuable insights for marketers and policymakers seeking to align AI-powered communication with sustainability objectives and ethically conscious consumer engagement.
Autores principais:Cachola, Ana Rita Beça Mourão
Assunto:Artificial Intelligence AI-driven Advertising Sustainable Consumption Ethical Consumption Consumer Behavior Beauty Products Industry Theory of Planned Behavior (TPB) Social Identity Theory (SIT) SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption SDG 13 - Climate action
Ano:2025
País:Portugal
Tipo de documento:dissertação de mestrado
Tipo de acesso:acesso embargado
Instituição associada:Universidade Nova de Lisboa
Idioma:inglês
Origem:Repositório Institucional da UNL

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