Artificial Intelligence and Sustainable Consumer Behaviour: Environmental Implications of Online FMCG Purchases in Chennai

This study explores the environmental implications of online Fast-Moving Consumer Goods (FMCG) purchases in Chennai, with a focus on the role of artificial intelligence (AI) in shaping sustainable consumer behaviour. As digital commerce expands rapidly, understanding how AI-driven online platforms influence environmentally responsible purchasing decisions is essential in commerce and sustainability studies. The research aims to investigate the extent to which AI-based recommendation systems, personalized marketing, and supply chain optimizations promote sustainable consumer choices in the FMCG sector. A mixed-methods approach was employed, combining quantitative survey analysis of 200 online FMCG consumers in Chennai with qualitative interviews of industry experts. The study utilizes the Theory of Planned Behavior (TPB) as a guiding theoretical framework to assess behavioural intentions and actual consumer practices influenced by AI interventions. Findings indicate that AI-enabled features significantly enhance consumers' awareness and motivation toward eco-friendly products, leading to measurable shifts in purchasing patterns favoring sustainability. Additionally, AI-driven supply chain efficiencies contribute to reduced carbon footprints, aligning business operations with environmental goals. However, challenges such as data privacy concerns and digital divide limitations emerged as barriers. This research contributes to the intersection of AI and sustainable consumer behaviour by offering empirical evidence from an emerging urban marketplace. Practical implications highlight strategies for e-commerce platforms and policymakers to leverage AI for promoting green consumption in FMCG markets, advancing both commercial growth and environmental stewardship.