Understanding Green Purchase Intentions Through Nostalgia and AI ‐Enabled Personalized Consumer Experiences

Abstract

In a technologically changing consumer behavior, it has never been more important to learn how artificial intelligence (AI) affects the purchase of green products triggered by emotions and nostalgic stimuli. This paper focuses on how nostalgia proneness and cues, artificial intelligence‐based individualized experience, brand attachment, and consumer affective reaction influence the development of purchase intentions for green products, thus applying attachment theory and emotional marketing framework to the sustainable consumption setting. The analysis of the data was conducted with the help of the SmartPLS 4.0 software with a sample of 397 environmentally conscious consumers. The findings reveal that nostalgia proneness and nostalgic cues positively influence emotional responses, which subsequently strengthen brand connection and purchase intention toward eco‐friendly products. Furthermore, emotional response and brand connection serve as significant sequential mediators in explaining consumers' sustainable purchase behavior. The moderation analysis demonstrates that AI‐driven personalized experiences significantly strengthen the relationship between nostalgic cues and emotional response, whereas their moderating effect on the relationship between nostalgia proneness and emotional response is not significant. These findings indicate that AI‐driven personalization is more effective in enhancing the emotional impact of externally embedded nostalgic stimuli than consumers' inherent nostalgic tendencies. By integrating nostalgia, emotional response, brand connection, and AI‐driven personalization within the context of sustainable consumption, this study provides important theoretical and practical insights for marketers seeking to promote eco‐friendly products in both emerging and developed markets.