The impact of AI-enabled green marketing on consumers’ willingness to pay in transition economy: the role of green perceived quality

Purpose Drawing on signaling theory and cue utilization theory, this study aims to examine the relationships among AI-GM, green brand image (GBI), green trust (GT) and willingness to pay (WTP), while also testing the moderating role of green perceived quality (GPQ). Design/methodology/approach This study used PLS-SEM to analyze data from 856 sustainable coffee consumers in Vietnam. Findings The findings indicate that AI-GM positively influences both GBI and GT, and that AI-GM, GBI and GT significantly affect WTP. Furthermore, GBI is positively associated with GT, and GPQ exerts a moderating effect on the relationship between AI-GM and GT. Practical implications The findings confirmed that simultaneously leveraging signaling theory and cue utilization theory are pivotal to study how firms should prioritize clear and credible communication of their green products and initiatives. Moreover, emphasizing trust and long-term commitment to sustainability is essential for stimulating WTP. Such theories are relevant and important not only in developed economies but also in transition economies. Originality/value By leveraging signaling theory and cue utilization theory, this study developed a theoretical model about the moderating effects of green perceived quality (GPQ) on the relationship among AI-GM, green brand image (GBI), green trust (GT) and WTP in a transition economy. This study extends the green marketing literature in the context of AI and provides practical implications for sustainable coffee business in Vietnam.