Tech-driven green entrepreneurship in emerging markets: a structural equation modeling approach to AI’s moderating role in the relationship between green innovation, green creativity, and purchase intentions

Abstract

This research examines the impact of Green Innovation (GI) and Green Creativity (GC) on Consumer Purchase Intentions (PI), moderated by Artificial Intelligence (AI). Using a quantitative approach, data from 312 eco-conscious consumers were analyzed through Structural Equation Modeling (SEM) to assess the relationships between the constructs. The study validates that Green Innovation and Green Creativity significantly enhance Purchase Intention, demonstrating the critical role of integrating environmental innovation and creative marketing in influencing purchase intention Furthermore, Artificial Intelligence was found to strengthen the impact of both Green Innovation and Green Creativity on Purchase Intention, suggesting that AI can significantly enhance the appeal and effectiveness of green marketing strategies. These findings highlight the potential of AI in bridging the gap between green product innovation and consumer engagement, offering substantial implications for businesses aiming to respond to the growing market for sustainable goods. This paper contributes to the literature on sustainable business practices by delineating the synergistic effects of creativity, innovation, and technology in promoting environmental products.