How Can AI-Powered Green Marketing Affect the Sustainable Purchase Intention of Young Vietnamese Consumers Toward FMCG Products?

As artificial intelligence becomes increasingly embedded in marketing practice, fast-moving consumer goods companies are leveraging it to communicate sustainability commitments effectively. However, existing research has not sufficiently examined how artificial-intelligence-powered green marketing shapes young and technologically familiar consumers’ sustainable purchase intentions. Thus, this article investigates how artificial-intelligence-powered green marketing influences consumers’ intentions to purchase sustainable fast-moving consumer goods, through perceived value, green trust, and satisfaction, while considering the moderating role of perceived experience. Data were collected from 434 young consumers in Vietnam using an online survey and analyzed with SPSS and SmartPLS-SEM. The sample skewed toward female, university-educated respondents aged 18–25, so findings speak most directly to this demographic rather than Vietnamese FMCG consumers broadly. Findings show that perceived value, green trust, and satisfaction each significantly enhance consumers’ intention to purchase sustainable products. Noticeably, AI-powered green marketing has no direct effect on purchase intention, its influence is entirely indirect, operating through these three mediators. Meanwhile, perceived experience does not significantly moderate the relationship between AI-powered green marketing and consumer evaluation. This study identifies several important management implications for FMCG companies and authorities aiming to encourage sustainable consumption behavior.