Generative AI Enhancing Creativity in Eco-Friendly Marketing

The role of Generative Artificial Intelligence (GenAI) in retail is rarely examined in the context of marketing eco-friendly products. Trust in GenAI, as an emerging technology, is crucial for its adoption by organizations. Yet, it remains unclear how trust affects retailers’ decisions to deploy GenAI in marketing eco-friendly products, and how it influences advertising creativity and brand awareness to achieve competitive advantages. Building on the stimulus-organism-response model, this study develops a framework to investigate these relationships, considering technological and human barriers. A survey was conducted among retailers of eco-friendly products to evaluate the proposed model. The results highlight a significant moderating effect of technological barriers on the relationship between cognitive trust and GenAI deployment decision. Furthermore, the findings demonstrate a positive association between the deployment of GenAI technologies and advertising creativity. This study offers insights into the impact of advertising effectiveness on brand awareness in sustainable retail.