The Influence of AI-Powered Consumer Analytics on Sustainable Product Purchase Decisions Among Generation Z Consumers in Hyderabad: An Empirical Study

Author

Dr. M. Raja Pavan Kumar, Chelikani Hansika


Abstract

 Artificial intelligence (AI) now shapes what young consumers see, compare and buy on digital platforms. This study examines how AI-powered consumer analytics, expressed through personalised recommendations and targeted advertising, relate to the sustainable product purchase decisions of Generation Z consumers in Hyderabad. Primary data were gathered from 17 respondents through a structured 30-item questionnaire on a five-point Likert scale and were supported with secondary evidence drawn from published academic studies and industry surveys. The analysis applied descriptive statistics, Cronbach's alpha, correlation, a one-sample t-test, multiple regression and a Kruskal-Wallis test. Respondents reported high exposure to AI-based personalisation (mean 3.72), a favourable orientation towards sustainability (mean 3.78) and an above-neutral influence of AI analytics on sustainable purchase decisions (mean 3.65; t(16) = 3.45, p = .003). Sustainability orientation was strongly associated with AI influence (r = 0.77, p < .001), whereas exposure to AI analytics showed a positive but statistically insignificant association (r = 0.27, p = .288). The evidence suggests that AI analytics act as an amplifier of existing environmental values rather than a substitute for them. Implications for platforms, brands and educators are discussed, together with the limits imposed by a small, student-dominated sample.



Keywords

AI-powered consumer analytics; personalised recommendations; sustainable purchase decisions; Generation Z; green consumption; Hyderabad



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