Abstract:

This paper examines the interconnected relationships between perceived value, sustainable purchasing intentions, sustainable buying behaviors and the roles of social media, artificial intelligence (AI), and influencer marketing in shaping modern consumer behavior. As sustainability becomes increasingly significant in consumer decision-making, perceived value emerges as a crucial determinant influencing real buying behavior for eco-friendly products. To analyze relationships, data was collected from the members of the companies traded on Borsa İstanbul whose corporate sustainability performances are at a high level at the BIST Sustainability Stock (n=681). Path analysis with structural equation modeling is used for hypothesis testing and goodness of fit. Mental models theory is based on explaining theoretical reasoning. The results supported that while AI social commerce and influencer marketing are positively related to sustainable purchasing intentions, real buying behavior is related only to the perceived value of the consumers. Overall, the findings point to the importance of leveraging perceived value and innovative digital marketing strategies to promote sustainable consumption, facilitating a transition toward environmentally responsible consumer behaviors.