AI让人更环保?AI推荐对消费者的绿色产品购买意愿的影响  

Green Persuasion in the Digital Age:How Algorithmic Recommendations Shape Consumers’Environmental Purchase Intentions

作　　者：聂春艳 汪涛[2] Nie Chunyan;Wang Tao(School of Business Administration,Jiangxi University of Finance and Economics;Economics and Management School of Wuhan University)

机构地区：[1]江西财经大学工商管理学院 [2]武汉大学经济与管理学院

出　　处：《南开管理评论》2025年第3期51-62,共12页Nankai Business Review

基　　金：国家自然科学基金项目(72002087、72172107);江西省高校人文社会科学重点研究基地项目(JD21046)资助。

摘　　要：当今越来越多的企业开始利用AI为人们提供产品咨询和推荐服务。研究发现,对于常规产品,人类代理和AI的推荐效果存在明显差异,但绿色产品不同于常规产品,企业究竟是该采用人类还是AI进行推荐才能取得更好的效果,尚未有研究对此进行过探讨。本文基于印象管理理论,探讨在零售场景下AI和人类代理对于绿色产品的推荐效果差异。通过4个实验研究发现,对于绿色产品,AI代理的推荐效果要明显弱于人类代理,因为AI代理没有印象形成所需的情感能力,所以面对它们的推荐时,消费者更不担心会留下不利的社会印象,也即印象管理动机起着中介作用。然而,只有在AI代理的拟人化程度低时该效应才会存在,当拟人化程度高时,消费者更可能将其当作人来看待,此时,AI和人类代理的推荐效果并无明显不同。本研究结论对AI客服的应用及促进绿色消费等都具有指导性借鉴意义。Amidst escalating global environmental degradation,contemporary society has witnessed profound transformations in consumption patterns,with green consumption emerging as a focal point in sustainable development discourse.In response to governmental environmental initiatives and the pursuit of sustainable competitive advantage,corporations are increasingly developing eco-friendly product lines and strategically incorporating green marketing into their recommendation systems.The advent of advanced technologies has facilitated the integration of artificial intelligence(AI)into recommendation mechanisms,gradually supplanting human-mediated suggestions across major e-commerce platforms like Taobao,JD.com,and Dangdang.Leveraging sophisticated algorithms,AI systems demonstrate superior capability in analyzing consumer preferences through historical behavioral data,thereby enhancing purchase conversion rates.This technological advancement raises critical questions:Does AI maintain its inherent efficacy when recommending intentionally promoted green products?How does its persuasive power compare to human recommendations in this specific context?Existing literature presents paradoxical findings.While empirical studies confirm AI’s superiority in predictive analytics across educational assessment,financial forecasting,and talent management,consumer psychology reveals persistent preference for human expertise in decision-making requiring emotional intelligence.This apparent contradiction suggests context-dependent consumer responses to recommendation sources.Notably,AI recommendations demonstrate enhanced effectiveness for functional products versus hedonic goods,and for low-creativity items compared to innovative offerings.This dichotomy implies that recommendation efficacy is contingent upon product characteristics and decision-making complexity—AI excels in data-driven cognitive tasks while humans maintain superiority in scenarios demandingempathy and interpersonal sensitivity.The unique nature of green consumption in

关 键 词：AI 绿色消费 印象管理 拟人化 

分 类 号：F713.5[经济管理—市场营销]