Leveraging AI for Predictive Consumer Insights in Green Product Marketing: A Case of North Karnataka MSMEs
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| Natura: | Recurso digital |
| Lingua: | inglese |
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2026
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| _version_ | 1866901246704615424 |
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| author | Salunke, Shital |
| author_facet | Salunke, Shital |
| contents | <p><strong><em><span>Abstract</span></em></strong></p> <p><em><span><span> </span>Micro, Small, and Medium-Sized Enterprises (MSMEs) have been forced to integrate green marketing strategies in order to stay competitive due to the increased focus on environmental sustainability. However, many MSMEs are unable to effectively assess and predict consumer preferences for green products due to poor analytical capabilities. Through data-driven insights and predictive analytics, artificial intelligence (AI) presents fresh approaches to this problem. This study looks at how AI may be used to produce predictive consumer insights for marketing green products to MSMEs in North Karnataka. A structured questionnaire was used to gather primary data from 150 MSMEs using a descriptive and analytical study design. The suggested hypotheses were tested using statistical techniques such regression analysis, ANOVA, correlation, and descriptive statistics. The results show that the adoption of AIgreatly improves the prediction accuracy of consumer preferences and has a beneficial impact on the effectiveness of green marketing. Despite a moderate level of knowledge regarding AI tools, cost, skill shortages, and infrastructure limitations continue to hinder their actual adoption. According to the study's findings, the strategic use of AI can improve the efficacy of green marketing and support MSMEs' long-term expansion in local economies. Initiatives to increase capacity and assistance at the policy level are crucial to promoting broader AI adoption among MSMEs.</span></em></p> |
| format | Recurso digital |
| id | zenodo_https___doi_org_10_5281_zenodo_18707434 |
| institution | Zenodo |
| language | eng |
| publishDate | 2026 |
| publisher | Zenodo |
| record_format | zenodo |
| spellingShingle | Leveraging AI for Predictive Consumer Insights in Green Product Marketing: A Case of North Karnataka MSMEs Salunke, Shital Artificial Intelligence, Green Marketing, Predictive Analytics, Consumer Insights, MSMEs, Sustainable Marketing, North Karnataka <p><strong><em><span>Abstract</span></em></strong></p> <p><em><span><span> </span>Micro, Small, and Medium-Sized Enterprises (MSMEs) have been forced to integrate green marketing strategies in order to stay competitive due to the increased focus on environmental sustainability. However, many MSMEs are unable to effectively assess and predict consumer preferences for green products due to poor analytical capabilities. Through data-driven insights and predictive analytics, artificial intelligence (AI) presents fresh approaches to this problem. This study looks at how AI may be used to produce predictive consumer insights for marketing green products to MSMEs in North Karnataka. A structured questionnaire was used to gather primary data from 150 MSMEs using a descriptive and analytical study design. The suggested hypotheses were tested using statistical techniques such regression analysis, ANOVA, correlation, and descriptive statistics. The results show that the adoption of AIgreatly improves the prediction accuracy of consumer preferences and has a beneficial impact on the effectiveness of green marketing. Despite a moderate level of knowledge regarding AI tools, cost, skill shortages, and infrastructure limitations continue to hinder their actual adoption. According to the study's findings, the strategic use of AI can improve the efficacy of green marketing and support MSMEs' long-term expansion in local economies. Initiatives to increase capacity and assistance at the policy level are crucial to promoting broader AI adoption among MSMEs.</span></em></p> |
| title | Leveraging AI for Predictive Consumer Insights in Green Product Marketing: A Case of North Karnataka MSMEs |
| topic | Artificial Intelligence, Green Marketing, Predictive Analytics, Consumer Insights, MSMEs, Sustainable Marketing, North Karnataka |
| url | https://doi.org/10.5281/zenodo.18707434 |