Research on "AI Transparency in Green Marketing: How Telling Consumers About AI Changes Trust in FMCG Brands.”

Hello!
 I am conducting a research study on “AI Transparency in Green Marketing: How Telling Consumers About AI Changes Trust in FMCG Brands.” This study explores how being open about the use of Artificial Intelligence (AI) in green and sustainable marketing practices affects the way consumers perceive and trust FMCG brands. Your honest responses will help in understanding consumer attitudes, trust levels, and expectations when brands combine AI with eco-friendly initiatives. Participation is voluntary and purely for academic purposes.

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Gender *
Age  *
Household Income per month  *
  Educational Qualification   *
How frequently do you purchase FMCG products (such as packaged food, personal care, cleaning products, beverages)?   *
How familiar are you with FMCG brands’ use of green marketing (eco-friendly claims, sustainability messages, recyclable packaging, etc.)?   *
Have you ever noticed or heard of FMCG brands using Artificial Intelligence (AI) in their marketing or sustainability campaigns (e.g., AI-driven ads, chatbots, eco-footprint tracking)?   *
INSTRUCTIONS

For the following statements, please indicate your level of agreement on a scale from 1 (Strongly Disagree) to 5 (Strongly Agree).

Brand Reputation *
1
2
3
4
5
FMCG brands are trustworthy.
FMCG brands have a good reputation in the market.
FMCG brands stand by the promises they make.
FMCG brands are socially and environmentally responsible.
Overall, FMCG brands have a positive image among consumers.
AI Transparency *
1
2
3
4
5
FMCG brands clearly communicate when AI is being used in their processes.
I understand the role AI plays in FMCG brands’ marketing and sustainability efforts.
FMCG brands are open about the extent to which AI contributes to their decision-making.
Explanations provided by FMCG brands about AI use are easy to understand.
FMCG brands are honest when disclosing how AI is applied.
Disclosure Quality *
1
2
3
4
5
Disclosures by FMCG brands are accurate and reflect reality.
FMCG brands provide complete details without omitting important information in their disclosures.
The information disclosed by FMCG brands is consistent with their other communications.
FMCG brands present information in a timely manner when it matters most.
Disclosures made by FMCG brands are clear, valid, and not misleading.
Ethical Use of AI  *
1
2
3
4
5
FMCG brands use AI in ways that are fair and unbiased.
FMCG brands ensure that AI respects consumer privacy.
FMCG brands use AI in accountable and responsible ways.
FMCG brands apply AI to promote sustainability and ethical practices.
FMCG brands maintain human oversight when using AI.
Consumer Trust
1
2
3
4
5
I feel confident in FMCG brands.
FMCG brands are safe to rely on.
I trust FMCG brands to deliver on their promises.
FMCG brands are honest and sincere in their dealings.
FMCG brands give me a sense of security as a consumer.
Clear selection
Purchase Decision *
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2
3
4
5
I care a great deal about which FMCG brand I choose when making a purchase based on its AI use.
I believe that different FMCG brands differ in how they use AI for sustainability and green marketing.
It is extremely important for me to make the right choice of FMCG brand considering its AI use.
I am concerned about the outcome of my purchase if FMCG brands are not transparent about AI use.
Choosing the right FMCG brand based on its AI use significantly impacts my satisfaction.
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