In today's digital marketplace, brands leverage Artificial Intelligence (AI) to deliver targeted green marketing campaigns on social media, aiming to influence young Indian consumers (aged 18–30) toward sustainable choices. This study examines how AI-driven strategies personalized advertisements, recommendation algorithms, and influencer partnerships affect trust in eco-friendly claims, purchase intentions, and willingness to pay premiums. Objective: To bridge gaps in understanding AI's role in promoting genuine sustainability versus greenwashing risks, this paper proposes the AI-Enabled Green Branding - Trust – Outcome (AIGTO) Framework through conceptual synthesis of literature on AI personalization, green branding, and social media's impact on eco-conscious behavior in India. Findings: Transparent AI use enhances consumer trust and sustainable purchase intentions, while opaque or exaggerated claims undermine them. Implications: Marketers should prioritize verifiable green credentials in AI campaigns, ensure influencer authenticity through disclosures, and integrate ethical AI practices to drive genuine environmental impact. This framework contributes to reimagining sustainable innovation in the AI era, benefiting brands, consumers, and society.
AI green marketing, consumer trust, sustainable consumption, Indian youth, social media, greenwashing, AIGTO Framework.
International Journal of Trend in Scientific Research and Development - IJTSRD having
online ISSN 2456-6470. IJTSRD is a leading Open Access, Peer-Reviewed International
Journal which provides rapid publication of your research articles and aims to promote
the theory and practice along with knowledge sharing between researchers, developers,
engineers, students, and practitioners working in and around the world in many areas
like Sciences, Technology, Innovation, Engineering, Agriculture, Management and
many more and it is recommended by all Universities, review articles and short communications
in all subjects. IJTSRD running an International Journal who are proving quality
publication of peer reviewed and refereed international journals from diverse fields
that emphasizes new research, development and their applications. IJTSRD provides
an online access to exchange your research work, technical notes & surveying results
among professionals throughout the world in e-journals. IJTSRD is a fastest growing
and dynamic professional organization. The aim of this organization is to provide
access not only to world class research resources, but through its professionals
aim to bring in a significant transformation in the real of open access journals
and online publishing.