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<p>This study examines how AI as a gift-giver affects consumer support for corporate green initiatives in a B2C context. Using four experiments, we identify a significant interaction between giver identity (AI vs. human) and gift personalization. Results show that human gift-givers perform better in low-personalization contexts, whereas high personalization enables AI to match human efficacy. This mechanism is concurrently driven by the parallel mediation of “perceived thoughtfulness” and “altruistic motivation,” with consumer trust in AI and corporate CSR image acting as critical boundary conditions. Theoretically, this research integrates AI into the B2C gift-giving framework, revealing a “personalization-compensation” effect in human-AI interaction. Practically, it guides firms on utilizing AI-driven personalization to foster pro-social consumer behaviors, achieving a synergy between marketing performance and social responsibility.</p>

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The calculus and warmth behind gift-giving: reshaping consumer support for sustainable enterprises

  • 期刊论文

  • 发表日期：

    2026年4月27日

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  • Wenqi Wang,
  • Haiyan Hua,
  • Luanyi Zeng

摘要

This study examines how AI as a gift-giver affects consumer support for corporate green initiatives in a B2C context. Using four experiments, we identify a significant interaction between giver identity (AI vs. human) and gift personalization. Results show that human gift-givers perform better in low-personalization contexts, whereas high personalization enables AI to match human efficacy. This mechanism is concurrently driven by the parallel mediation of “perceived thoughtfulness” and “altruistic motivation,” with consumer trust in AI and corporate CSR image acting as critical boundary conditions. Theoretically, this research integrates AI into the B2C gift-giving framework, revealing a “personalization-compensation” effect in human-AI interaction. Practically, it guides firms on utilizing AI-driven personalization to foster pro-social consumer behaviors, achieving a synergy between marketing performance and social responsibility.