Dual G.R.E.E.N circle: a mechanism and practical framework for promoting green consumption embedding generative AI

Abstract Green consumption can promote the rational utilization and protection of resources, serving as a critical measure in addressing global environmental issues. However, there remains an ‘attitude-behavior’ gap. While existing studies have begun to focus on integrating artificial intelligence technology into the promotion of green consumption, no guiding framework utilizing generative AI has been proposed yet. Adopting a conceptual approach, this paper draws insights from a broad range of literature in marketing management, consumer behavior, human-computer interaction, and behavioral economics. It introduces a framework named the ‘Dual G.R.E.E.N Circle,’ which delineates the mechanisms and practical frameworks for embedding generative AI to facilitate green consumption. The inner circle describes the intrinsic mechanism framework for leveraging generative AI to promote green consumption behaviors—including Guiding Awareness, Rewarding Behavior, Empowering Accessibility, Enhancing Experience, Nudging Strategy; Whereas the outer circle delineates a practical framework for embedding generative AI technologies in practices that encourage green consumption—including Generational Influence, Result Visualization, Enabling Creativity, Entertaining Educational, Narrative Construction. This framework fills the theoretical gap in this field, providing practical guidance for policymakers and marketing practitioners.