Influence of AI-Driven Marketing Strategies on Consumer Purchase Intentions for Green Products: A Comparative Analysis

We use natural language processing methods that are based on BERT and are fine-tuned on sustainable-related corpora for green products. We test the proposed model by running simulations on the IKEA platform. It is also compared to traditional marketing, rule-based AI models, and digital ads that aren't personalized, using data from a store that sells eco-friendly products. A well-tuned BERT model (bert-base-uncased) sorts every customer comment into one of three emotion groups: positive, neutral, or negative. The research can use this classification to see how people feel about a wide range of things. The results show that using AI-powered sentiment analysis, predictive analytics, and recommendation systems in a hybrid marketing strategy greatly increases customer engagement and the chances that they will buy eco-friendly products.

Keywords – AI marketing, green products, consumer behavior, purchase intention, personalization