From Sensory Appeal to Sustainable Choice: Unravelling the Role of AI-Augmented Sensory Experience and Green Positioning

Rajneesh Chandra Shukla; Gyanendra  Tiwari; Amarendra Pratap Singh; Ajay Wagh

doi:10.21844/crr.v3i02.1149

Rajneesh Chandra Shukla Research Scholar, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak, M.P.
Gyanendra Tiwari Research Scholar, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak, M.P.
Amarendra Pratap Singh Professor, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak, M.P.
Ajay Wagh Professor, Department of Business Management, Indira Gandhi National Tribal University, Amarkantak, M.P.

DOI: https://doi.org/10.21844/crr.v3i02.1149

Keywords: Sensory Marketing; Artificial Intelligence; AI-Augmented Sensory Experience; Green Positioning; Sustainable Purchase Behaviour; Green Marketing; Consumer Behaviour

Abstract

The growing use of artificial intelligence (AI) and experience-based marketing is changing how consumers interact with
brands, yet it remains unclear whether engaging sensory and AI-enabled experiences are sufficient to encourage sustainable
purchasing. This study addresses this issue by examining how Sensory Marketing (SM) and AI-Augmented Sensory
Experience (AIS) contribute to Sustainable Purchase Behaviour (SPB) and whether Green Positioning (GP) explains these
relationships. A quantitative, cross-sectional research design was adopted, and data were collected from 321 consumers
through a structured questionnaire. The data were analysed using Structural Equation Modelling (SEM) in JASP to assess
the direct, mediating, and serial mediating relationships among the four constructs. The findings show that Sensory
Marketing significantly enhances AI-Augmented Sensory Experience and positively influences Green Positioning. AIAugmented
Sensory Experience also has a significant positive effect on Green Positioning. However, neither Sensory
Marketing nor AI-Augmented Sensory Experience has a significant direct effect on Sustainable Purchase Behaviour. In
contrast, Green Positioning emerges as the strongest direct predictor of Sustainable Purchase Behaviour (β = 0.866, p <
.001). The mediation results further reveal that Green Positioning significantly mediates the effects of both Sensory
Marketing and AI-Augmented Sensory Experience on Sustainable Purchase Behaviour. Most importantly, the serial
pathway from Sensory Marketing through AI-Augmented Sensory Experience and Green Positioning to Sustainable
Purchase Behaviour is significant (β = 0.416, p < .001). The study shows that sustainable consumption is not just a
consequence of sensory stimulation or technological engagement but becomes effective once it leads to a significant
perception of the company's environmental sustainability.