Digital Faith Meets Sustainability: The Role of AI and Religiosity in Shaping Green Purchase Intentions in Bangladesh
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Abstrak
As ASEAN economies increasingly embrace digital innovation to drive inclusive and sustainable development, understanding the socio-cultural and technological determinants of pro-environmental behavior has become essential. This study investigates the combined effects of artificial intelligence (AI) and religosity on green consumerism in the emerging market context of Bangladesh. Employing a quantitative research design, data were collected from Bangladeshi consumers and analyzed using PLS-SEM techniques in Smart PLS to evaluate the hypothesized relationships. The empirical findings reveal a statistically significant positive association between AI adoption and green purchase intention, indicating that AI technologies—such as personalized product recommendations, eco-labeling algorithms, and digital awareness campaigns—may serve as effective tools for fostering sustainable consumption. Furthermore, the results demonstrate that religiosity exerts a moderating influence, amplifying the impact of AI on consumers’ pro-environmental decision-making. This suggests that faith-based values not only support ecological responsibility but also reinforce the behavioral effectiveness of AI-led sustainability efforts. This research contributes to the evolving discourse on digital sustainability in ASEAN by presenting a culturally contextualized and technologically relevant framework for understanding green consumer behavior. The study offers practical implications for policymakers, marketers, and environmental advocates by recommending targeted AI-driven interventions and the integration of religious teachings on environmental stewardship within public awareness and educational initiatives. Future studies are encouraged to further investigate how digital tools and cultural norms interact to shape sustainable consumption patterns in faith-oriented societies.
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