The downside of artificial intelligence (AI) in green choices: How AI recommender systems decrease green consumption

Abstract Extant research shows that marketers are increasingly utilizing artificial intelligence (AI) recommender systems to aid consumers in purchasing decisions across various products, but little research has examined the potential negative impact of AI recommenders on consumers' green consumption intentions compared with human recommender. To address this gap, three studies reveal that AI (vs. human) recommenders reduce consumers' motivation for impression management in green consumption contexts, resulting in decreased intention to purchase green products. This negative effect of AI recommenders on green consumption can be mitigated by priming consumer's environmental identity. This research contributes to the literature of green consumption and AI usage, while also providing practical implications for marketers to manage consumer's reduced green consumption intentions resulting from AI recommenders.