The convergence of artificial intelligence (AI) and sustainability has introduced a transformative paradigm in the study of consumer behaviour. It has been observed that AI-driven tools, recommendation systems, predictive analytics, and digital nudges subtly influence environmentally and socially conscious purchasing decisions. This review synthesizes interdisciplinary scholarly evidence to examine how it is done. Drawing on empirical studies, industry data, and illustrative case examples, the paper explores the mechanisms through which AI augments sustainable consumption, identifies barriers to adoption, and provides strategic guidance for businesses and policymakers. The analysis demonstrates that AI, when ethically deployed, can serve as a powerful catalyst for green consumer transitions across sectors ranging from retail and energy to fashion and food systems.
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