How AI-Driven Personalization Shapes Green Purchasing Behavior Among Youth in Java Island

Abstract

Sustainable consumption has become a global priority, yet the factors that encourage people to adopt environmentally friendly purchasing behavior differ across cultures and technologies. This study explores how environmental knowledge, environmental attitude, and the perception of AI-driven personalization influence green purchasing intention and actual purchasing behavior among young consumers in Java, Indonesia. A survey of 517 university students was conducted, and the relationships among these factors were analyzed using structural equation modeling. The findings reveal that environmental knowledge strongly shapes environmental attitudes, which in turn enhance the intention and behavior to purchase green products. Perception of AI-driven personalization also strengthens green purchasing intention, although its direct effect on behavior is limited. These results suggest that digital platforms and marketers can promote sustainable consumption by combining environmental education with transparent and value-based AI personalization. The study contributes to understanding how psychological readiness and technological engagement together encourage greener consumption among youth in emerging economies.