Research On Green Marketing Methods Under the Guidance of The New Era of Artificial Intelligence and Its Impact on Green Purchase Intention

Abstract

Specifically, it seeks to determine the influence of people's past behaviour on their intentions to buy these products and on their decision to switch to buying environmentally friendly food. With certain modifications, the Theory of Planned Behaviour (TPB) served as the theoretical foundation. In particular, additional factors were included, such as prior conduct, expertise, and belief in plant-based diets. The information was gathered from 650 Polish consumers of green goods. We used an online surveying method. The study's conclusions indicate that past conduct is a strong indicator that, for the most part, characterises consumer purchase patterns for sustainably produced food. This article aims to explore the notion that intentions to purchase ecologically friendly food are also significantly correlated with attitudes. Additionally, the propensity to buy environmentally friendly food items is favourably influenced by several factors, including knowledge, trust, and the standards of society. There is a statistically significant relationship between perceived behavioural control and the strength of the perceived control. 57% of the variance in customers' intentions to purchase ecologically friendly food may be explained by the enlarged model. This study offers a new viewpoint on the discrepancy between positive sentiments towards ecologically friendly food and actual purchase patterns by including past behaviour into the TPB.