A STUDY ON THE IMPACT OF ARTIFICIAL INTELLIGENCE ON MARKETING SUSTAINABILITY IN THE FMCG SECTOR: CUSTOMER PERSPECTIVE IN KOCHI

Authors:

SREELAKSHMI C, sreelakshmicofficial@gmail.com , Student II MBA, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu.

LAVANYA A, a.lavanya0811@gmail.com , Assistant Professor, Department of Management Studies, Nehru Institute of Technology, Coimbatore, Tamil Nadu.

ABSTRACT

The rapid growth of artificial intelligence (AI) has transformed how businesses market their products across various industries, particularly in the fast-moving consumer goods (FMCG) sector. In recent years, sustainability has become a significant concern for both businesses and consumers. As a result, companies are incorporating environmentally friendly practices into their marketing strategies. AI-driven sustainable marketing relies on machine learning, improved data analytics, and automation to clarify processes, optimize resources, and provide customers with personalized experiences while also supporting sustainability.

The goal of this study is to examine how customers feel about AI-driven sustainable marketing in FMCG companies, especially among urban consumers in Kochi. It explores how AI technologies influence customers' knowledge, trust, satisfaction, and intentions to buy sustainable products. The study also investigates whether AI makes sustainability claims clearer and how it impacts perceptions of environmentally friendly brands.

The study employs a quantitative research method, collecting primary data from residents in Kochi through structured questionnaires. We analyze the data using statistical tools like correlation, regression, ANOVA, chi-square, and to test the hypotheses. The results should reveal how much AI encourages a positive view of sustainability and identify the key factors that influence trust and satisfaction.

The study contributes to both academic and practical understanding by showing how AI can promote sustainable marketing in the fast-moving consumer goods (FMCG) sector. It also offers marketers guidance on using AI technologies to ensure their business goals match their social and environmental duties. This approach will help them strengthen relationships with customers and maintain brand loyalty over time.

Keywords: Marketing Sustainability, Artificial Intelligence, Kochi, Customer Satisfaction, FMCG Sector.