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<p>The growing reliance on artificial intelligence (AI) in marketing has reshaped how companies and consumers—particularly younger cohorts—interact, raising substantial ethical concerns. By examining whether AI-driven marketing positively or negatively influences young consumers’ ethical behavior, this study integrates two critical moderators—digital literacy and perceived AI intrusiveness—and one central mediator, AI awareness. Grounded explicitly in the broader business ethics debate, we apply the Persuasion Knowledge Model (PKM) and Cognitive Dissonance Theory to propose a dual-type conceptual framework capturing both knowledge-based persuasion coping and psychological tension about data-driven intrusion. Data were collected from urban youth in Pakistan using a three-phase survey design to mitigate common method variance. Results demonstrate that AI-driven marketing techniques significantly enhance ethical behavior, both directly and indirectly, via AI awareness. However, this mediating effect is contingent on digital literacy (which strengthens the link) and AI intrusiveness (which weakens it). Our findings highlight an intricate interplay between knowledge, emotional friction, and ethical responsibility, underscoring the need for responsible AI deployment. Marketers and policymakers must balance personalization with transparent practices to safeguard consumer trust. We conclude by offering theoretical insights, practical guidelines, and future research directions that further the debate on AI’s ethical ramifications in contemporary markets.</p>

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When Consumer Autonomy is Compromised: Adopting a Dual-Type View to Understand AI-Driven Marketing and Its Impact on Young Consumers’ Ethical Behavior

  • 期刊论文

  • 发表日期：

    2025年10月8日

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  • Muhammad Waqas,
  • Usman Ahmad Qadri

摘要

The growing reliance on artificial intelligence (AI) in marketing has reshaped how companies and consumers—particularly younger cohorts—interact, raising substantial ethical concerns. By examining whether AI-driven marketing positively or negatively influences young consumers’ ethical behavior, this study integrates two critical moderators—digital literacy and perceived AI intrusiveness—and one central mediator, AI awareness. Grounded explicitly in the broader business ethics debate, we apply the Persuasion Knowledge Model (PKM) and Cognitive Dissonance Theory to propose a dual-type conceptual framework capturing both knowledge-based persuasion coping and psychological tension about data-driven intrusion. Data were collected from urban youth in Pakistan using a three-phase survey design to mitigate common method variance. Results demonstrate that AI-driven marketing techniques significantly enhance ethical behavior, both directly and indirectly, via AI awareness. However, this mediating effect is contingent on digital literacy (which strengthens the link) and AI intrusiveness (which weakens it). Our findings highlight an intricate interplay between knowledge, emotional friction, and ethical responsibility, underscoring the need for responsible AI deployment. Marketers and policymakers must balance personalization with transparent practices to safeguard consumer trust. We conclude by offering theoretical insights, practical guidelines, and future research directions that further the debate on AI’s ethical ramifications in contemporary markets.