les cahiers du mecas
Volume 21, Numéro 2, Pages 176-191
2025-12-05

Ai-enabled Green Marketing Strategies And Their Impact On The Purchase Intentions: Navigating The Line Between Authentic Sustainability And Greenwashing A Case Study Of Ecochic Dzair (algeria)



Authors : Baroudi Soad . Benazza Hanaa . Baroudi Naima .

Abstract

This study examines how AI-enabled green marketing influences Algerian consumers’ environmentally conscious purchase intentions, with a focus on EcoChic, an eco-friendly fashion brand. It explores how artificial intelligence tools—such as personalization, predictive analytics, and eco-label transparency—enhance consumer trust and satisfaction, while assessing the counter-effect of greenwashing perception. Using data from an online survey of 463 Algerian consumers, hypotheses were tested through PLS-SEM analysis. Results show that AI-driven green marketing significantly increases consumer trust (β = 0.48, p < 0.001) and satisfaction (β = 0.44, p < 0.001), both positively mediating purchase intentions. Additionally, AI-based initiatives directly boost green purchase intention (β = 0.28, p < 0.001), whereas perceived greenwashing negatively affects it (β = –0.33, p < 0.01). The model explains 67% of the variance in green purchase intention (R² = 0.67). Overall, findings highlight that authentic AI-driven sustainability communication can enhance EcoChic’s competitiveness and foster trust-based, sustainable consumption in Algeria.

Keywords

AI-enabled green marketing ; consumer trust ; satisfaction ; greenwashing ; EcoChic Dzair

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