Leveraging AI-Generated Content: A Conceptual Framework for Green Perceived Price, Advertising Attitude and Purchase Intention

HRMARS - Purpose: Consumers are increasingly concerned about the environmental impact of their consumption habits, prompting companies to respond by offering green products or brands as a way to gain competitive advantage. In parallel, the rise of generative AI (Gen-AI) is transforming content marketing by enhancing efficiency, accelerating content production, and boosting creative output. This study proposes a conceptual framework to examine the effect of information usefulness, information attractiveness and information truthfulness of AI-generated content on green perceived price, advertising attitude, and purchase intention. Design/methodology/approach: A quantitative research design will be employed, using numerical data collected via an online survey questionnaire to test the hypotheses. Findings: After data collection, the findings of this study will be able to assist green brands in understanding consumer expectations and developing concrete content (useful, attractive and truthful) that supports green price, advertising attitude and purchase intention. Research limitations/implications: This study attempts to propose a conceptual model that investigates the impact of information usefulness, information attractiveness and information truthfulness of AI-generated content on green perceived price, green advertising attitude and purchase intention. Information variables (usefulness, attractiveness and truthfulness) are expected to have an influence on green perceived price, attitude towards green advertising and purchase intention. Originality/value: Despite growing enthusiasm for Gen-AI, uncertainty remains about its long-term impact on content creation. While previous research has explored how the concreteness of text influences individual perceptions—such as meaning, emotion, and linguistic style—its effect on consumer decision-making remains unclear. Some studies suggest that concrete information strengthens decision-making, while others find no significant advantage over abstract content. Moreover, most existing research has focused on user-generated content (UGC), whereas this study shifts attention to the concreteness of AI-generated content—an increasingly important element in brand messaging and purchase decisions. Notably, there is limited research on how information concreteness— which can be examined through information usefulness, information attractiveness, and information truthfulness—operates in the context of sustainable marketing.