AI-based recommendations and sustainable agri-food purchase intentions: examining the credence goods paradox through emotional-TAM among Generation Z in India

Purpose This study explores how AI-based recommendations affect sustainable purchase intention among members of Generation Z in the Indian agri-food sector. Design/methodology/approach A street-intercept survey was conducted among 1,054 respondents across eight Indian cities. The participants were exposed to an artificial intelligence–generated Facebook advertisement for a sustainable agri-food brand before responding to structured questionnaires. Findings Structural Equation Modelling results indicate that artificial intelligence–based recommendations enhance perceived authenticity and consumer trust, but exert a limited influence on purchasing behaviour. Perceived value emerges as the most significant antecedent of sustainable purchase intentions, challenging trust-centred technology adoption paradigms. Perceived authenticity does not significantly affect consumer trust or perceived value. Among Generation Z, the practical benefits of AI-mediated marketing are valued more than emotional authenticity. Practical implications Marketers must focus more on value propositions and sustainability-related benefits than on trust and authenticity. Data transparency will help to reduce privacy concerns and increase user acceptance of artificial intelligence-based advertising. For sustainable agri-food products, tangible and intangible benefits should be communicated to motivate consumers to buy the product. Originality/value Findings support an emotional–technology acceptance model that integrates perceived authenticity, consumer trust, and perceived value as emotional mediators of technology acceptance. Contrasting with models based on explicit endorsements of trust or authenticity, along with assessments of consumer value, perceived authenticity in digital marketing acts as a mediator of explicit value propositions to demonstrate measurable sustainability benefits. Perceived value was found to act more effectively as the main driver of long-term purchasing behaviour in agri-food consumer behaviour. Highlights Graphical abstract A conceptual model shows emotional mediators, S E M analysis, and purchase intentions. The conceptual model shows a left-to-right flow layout composed of rounded rectangular boxes connected by straight arrows. At the top left, a rounded box contains an icon of three people silhouettes, the number “1054”, a map outline of India, and the label “INDIANCITIES”. A straight arrow points right from this box to a central illustration of three people above a large, rounded box labeled “EMOTIONAL MEDIATORS”. Inside the “EMOTIONAL MEDIATORS” box are three horizontally stacked rounded rectangles labeled “AUTHENTICITY”, “TRUST”, and “VALUE”. Below the “INDIANCITIES” box, a larger, rounded box labeled “E-T A M FRAMEWORK” contains a head profile icon with a gear symbol inside the head and the label “A I RECOMMENDATION”. A straight arrow extends right from the “E-T A M FRAMEWORK” box to the “EMOTIONAL MEDIATORS” box. From the right side of the “EMOTIONAL MEDIATORS” box, a straight arrow points right to a rounded box labeled “PURCHASE INTENTIONS”, which contains a bar chart icon with an upward arrow line above the bars. Above the “PURCHASE INTENTIONS” box, a rounded box labeled “S E M ANALYSIS” has a straight vertical arrow pointing downward to “PURCHASE INTENTIONS”. To the right, a rounded box labeled “PRACTICAL IMPLICATIONS” includes a light bulb icon. A connecting line extends from the lower right area beneath “PURCHASE INTENTIONS” toward the “PRACTICAL IMPLICATIONS” box. Below the central area, a wide, rounded box contains the label “KEY FINDING VALUE IS THE DOMINANT PREDICTOR OVER AUTHENTICITY AND TRUST”. To the left of this box is an icon of a container with leaves and the label “SUSTAINABLE FOOD PRODUCTS”.