The Role of Green Marketing Orientation in building Trust, Green Image, and Purchase Intentions in AI-Driven Sharing Accommodation Platforms in India

Abstract

The sharing economy and the spread of Internet technology have completely changed the face of the world economy. Peer-to-peer accommodation platforms using artificial intelligence have emerged as major participants in the hospitality industry in this environment. Though P2P lodging is praised for being environmentally friendly, little is known about how green marketing strategies affect customer behavior in this industry. This study investigates how consumer trust in artificial intelligence-assisted platforms and green image are affected by green marketing orientation, and how this affects Indian customers’ intentions to make purchases. Structural Equation Modeling was used to examine P2P users’ data using a survey approach. The results show that GMO has a favorable impact on TP and GI, which greatly increases purchase intentions. These findings demonstrate the critical role that green marketing plays in creating a favorable green image and earning the trust of consumers, which in turn drives business in the cutthroat artificially intelligent P2P accommodation industry. This study aligns with the Sustainable Development Goal #12 of the United Nations’, which emphasizes on responsible consumption and production. Within this framework, this study reveals how P2P platforms that practice responsible production can encourage P2P accommodation users to practice responsible consumption. The adoption of creative green marketing techniques and the promotion of eco-friendly behaviors among hosts and guests are practical implications for P2P platform operators. In order to generalize the results, future studies should investigate causal linkages using a variety of approaches and take cross-cultural situations into account.