AI-Driven Advertising and Climate Change Awareness: Motivators for Green Consumption in the Second-Hand Electronics

This research explores the primary factors influencing consumer purchase intentions for second-hand electronic products, focusing on environmental, social, and governance (ESG) factors—carbon reduction promotion (E), perceived climate change (S), and price discounts (G). The impact of AI-generated advertising is also assessed. Ordered logistic regression analyzes the effects of these factors on consumption, with consumer online comments helping to evaluate ESG perceptions. This study shows that promoting carbon reduction, raising climate change awareness, and offering price discounts encourage green consumption. In addition, AI-generated ads work as well as traditional ads, but their impact drops if consumers know they are created using AI. The research highlights a significant gap in marketing strategies, particularly the underemphasis on carbon reduction in the promotion of second-hand electronics. Addressing this gap could help businesses engage with environmentally conscious consumers.