Experimental system enhances cognitive fluency and boosts low-carbon purchases in diverse consumers, suggesting effective pathways for green consumption.
Key Points
This study aims to develop a GenAI-based recommendation system that enhances cognitive fluency and promotes low-carbon purchase decisions in green product markets.
Developed the Eco-GenRec system using large language models, multimodal generation, and retrieval-augmented generation techniques.
Conducted an experiment on a web-based shopping platform with 1000 participants in randomized control and experimental groups.
Measured cognitive fluency and low-carbon purchase conversion rates as primary outcomes.
Eco-GenRec group achieved a cognitive fluency score of M = 5.68 compared to control group M = 4.60, a 23.4% increase.
Low-carbon purchase conversion rate in the Eco-GenRec group was 36.3%, significantly higher than 17.6% in the control group, showing an absolute increase of 18.7%.
With high cognitive-style matching, conversion rate improvement reached 27.2%.