The influence of AI driven personalization on sustainable brand relationships through eco conscious consumer engagement in Jordan
This study examines the role of AI-based personalization in fostering sustainable brand relationships within the Jordanian consumer market, with eco-conscious consumer engagement acting as the mediating variable. The study utilized the Technology Acceptance Model and Value-Belief-Norm theory to examine four dimensions of AI-enabled personalization, including AI-based customer interaction, AI-based behavioral segmentation, AI-enabled purchase experience, and AI-enabled personalized advertising. The results, based on Partial Least Squares Structural Equation Modeling (PLS-SEM) using survey data collected from 345 Jordanian consumers, indicate that AI-based customer interaction, AI-based behavioral segmentation, AI-enabled purchase experience, and AI-enabled personalized advertising are positively associated with eco-conscious consumer engagement and sustainable brand relationships. Among the predictors, AI-enabled personalized advertising demonstrated the strongest direct association with eco-conscious consumer engagement. Eco-conscious consumer engagement also demonstrated the strongest standardized effect on sustainable brand relationships and partially mediated the relationships between AI-driven personalization strategies and sustainable brand outcomes. The results suggest that value-driven consumer engagement through AI-driven personalization is found to be linked positively with sustainability outcomes, as opposed to transactional engagement. The findings of this study provide valuable insights for Jordanian businesses looking to implement AI technologies in a strategic way and to establish their brand relationship strategy in line with sustainability objectives.