Exploring the Role of AI Chatbots and Recommender Systems in Enhancing Conscious Purchasing Behavior
Document Type : Research Paper
Authors
1 Professor, Department of Business Management, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
2 Department of Business Management, Faculty of Islamic Studies and Management, Imam Sadiq University (AS), Tehran, Iran
3 PhD student in marketing management, Department of Business Management, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran
10.30497/smt.2025.248386.3663
Abstract
With rising consumer concerns about the environmental and social impacts of their purchases, this study identifies and prioritizes factors influencing the adoption of AI chatbots in mindful purchasing behavior. Such behavior reflects consumer choices that consider environmental, ethical, social, and cultural aspects. Chatbots can support responsible decision-making by providing real-time, personalized information. Using a mixed-method approach, the qualitative phase included semi-structured interviews with 24 online shoppers from five major Iranian cities. Thematic analysis revealed three main categories: individual, environmental, and technological factors. The quantitative phase applied the Level-Based Weight Assessment (LBWA) method based on evaluations from seven experts. A total of 43 codes, 14 organizing themes, and 3 overarching themes were identified. Key factors included environmental concern, privacy issues, social approval, perceived usefulness, and human-like interaction. "Perceived usefulness" ranked highest, followed by "localization," "personalization," and "cultural alignment," highlighting the importance of local values. Results suggest that culturally tailored, transparent, and needs-oriented chatbots enhance adoption. Future studies should explore cross-cultural comparisons, reduce tech anxiety through digital literacy, and assess long-term impacts on mindful purchasing.
Keywords
- AI Chatbot
- Conscious Purchasing Behavior
- Recommender System
- Sustainable Consumption
- Technology Adoption
Main Subjects
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Volume 18, Issue 4 - Serial Number 42
January 2025Pages 111-144
- Receive Date: 29 May 2025
- Revise Date: 23 July 2025
- Accept Date: 26 July 2025