Consumer Segmentation Based on Perceptions of Generative AI-Assisted Sustainable Product Recommendations: A K-Means Cluster Analysis
Roshni Kumari1, Sandeep Kumar Rawat2, Shweta Yadav3, Deepti Maurya4, Poonam Vij5
1Roshni Kumari, Research Scholar, Faculty of Commerce, Har Sahai P.G. College, Affiliated to CSJM University, Kanpur (Uttar Pradesh), India.
2Dr Sandeep Kumar Rawat, Assistant Professor, Faculty of Commerce, Har Sahai P.G. College, affiliated with CSJM University, Kanpur (Uttar Pradesh), India.
3Shweta Yadav, Research Scholar, Faculty of Commerce, Har Sahai P.G. College, affiliated with CSJM University, Kanpur (Uttar Pradesh), India.
4Deepti Maurya, Research Scholar, Faculty of Commerce, CSJM University, Kanpur (Uttar Pradesh), India.
5Prof. Poonam Vij, Principal & Professor, Faculty of Commerce, Kanpur Vidya Mandir Mahila Mahavidyalaya, Kanpur (Uttar Pradesh), India.
Manuscript received on 21 August 2026 | First Revised Manuscript received on 26 August 2026 | Second Revised Manuscript received on 05 September 2026 | Manuscript Accepted on 15 September 2026 | Manuscript published on 30 September 2026 | PP: 1-9 | Volume-13 Issue-1, September 2026 | Retrieval Number: 100.1/ijmh.A190213010926 | DOI: 10.35940/ijmh.A1902.13010926
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Generative Artificial Intelligence (GenAI) has revolutionised online retail, with intelligent, personalised, and interactive product recommendation systems. Despite the increased use of AI-based recommendation technologies, consumers differ significantly in their perceptions of recommendation quality, their trust in recommendations, their understanding of how the algorithm works, its personalisation, and, most importantly, their confidence in AI’s influence when deciding to purchase. When designing such AI-driven shopping experiences, it is crucial to understand these differences. This study aims to identify consumer segments based on their perceptions of sustainable product recommendations through Generative AI. The analysis yielded a stable three-cluster solution.
Keywords: Generative Artificial Intelligence, Sustainable Product Recommendations, Consumer Segmentation, K-Means Cluster Analysis, Explainable Artificial Intelligence, Trust in AI, Personalisation, Green Purchase Confidence, Sustainable Consumption.
Scope of the Article: Business Administration