From GenAI Personalization to Sustainable Purchase Intention: The Roles of Emotions, Trust, Anthropomorphism, and Ethical Disclosure

This study examines how GenAI-driven personalization influences Gen Z consumers’ sustainable purchase intention through emotions, trust, anthropomorphism, and ethical disclosure. Grounded in UTAUT, it extends GenAI-marketing research by integrating emotional, relational, and ethical mechanisms into sustainable consumption. Using a cross-national sample of 253 Gen Z consumers from Lebanon and Cyprus, the study contributes to global marketing scholarship by offering evidence from underrepresented Mediterranean markets. Hayes PROCESS Macro results show that personalization increases positive emotions, reduces negative emotions, and strengthens trust. Emotions fully mediate the personalization–purchase intention relationship, trust partially mediates it, while anthropomorphism and ethical disclosure strengthen key pathways.