The Impact of Artificial Intelligence Recommendations on Sustainable Consumer Behaviors Across Generations

This PhD project investigates how AI-driven sustainability recommendations shape pro-environmental behaviour across age generations in Europe. Grounded in transformative learning theory, the research aims to unravel strategies to change consumer perceptions deeply rather than simply nudging sustainable behaviours. The project examines two pathways: a rational path, where consumers analytically evaluate AI recommendations to make informed environmental decisions, and an emotional path, where experiential aspects of AI interaction, such as perceived intelligence and authority, influence receptivity to sustainability guidance. The research investigates generational differences to unravel the extent to which digital natives critically evaluate AI recommendations while digital immigrants respond more to experiential cues. By focusing on older adults and those with limited AI experience, the study identifies barriers to inclusion and tests strategies to increase sustainable consumption through well-designed AI recommendation systems. The project aims to deliver actionable insights for AI system design, sustainability policy, and digital inclusion across generations. These insights will guide the development of AI recommendation systems that promote pro-environmental behavior while maintaining transparency and protecting vulnerable users. Findings inform design, policy, and education, supporting the UN Sustainable Development Goals and Europe's Green Deal by promoting inclusive, responsible, and transformative AI-enabled sustainable consumption. 94% of Loughborough’s research impact is rated world-leading or internationally excellent. REF 2021

The standard University IELTS English language requirement is 6.5 overall with 6.0 in each individual element (reading, writing, listening and speaking).

International students: £23,100

UK students: £5,238

UK/Home: £5,238

International: £23,100

February, July, October

Project open until 2027 (intake dates October, February and July).

• Loughborough, United Kingdom