Can AI Promote Sustainable Consumption Without Undermining Consumer Autonomy? The Effects of Ethical Personalization and Sustainability Message Framing

ABSTRACT Artificial intelligence (AI) is increasingly used to promote sustainable consumption; however, concerns regarding transparency, manipulation, and consumer autonomy raise important ethical questions. This study examines how ethical versus manipulative AI personalization and autonomy‐supportive versus controlling sustainability message framing influence sustainable purchase intention. A 2 × 2 between‐subjects online experiment involving 438 consumers was conducted. The findings demonstrate that ethical AI personalization increases perceived ethicality and consumer trust, whereas autonomy‐supportive sustainability communication enhances perceived autonomy and consumer well‐being. These psychological mechanisms subsequently strengthen sustainable purchase intention. The study extends sustainable consumption and responsible AI literature by conceptualizing ethical AI personalization as a human‐centered governance mechanism and demonstrates that effective digital sustainability initiatives depend not only on technological capability but also on ethical transparency, autonomy support, and consumer well‐being.