This study investigates how image source (artificial intelligence [AI] versus real image) and creativity levels affect consumers' purchase intentions toward eco-products (ecological products), and explores the underlying mechanisms through which these effects operate.
Drawing on the Elaboration Likelihood Model (ELM), this study conducted three controlled experiments using professionally designed visual stimuli for eco-products. Study 1 tested the main effect of the image source and the mediating role of perceived naturalness. Study 2 examined the effect of high creativity on the relationship between image type and eco-purchase intentions and the mediating role of perceived novelty. Study 3 replicated the findings using a different eco-product category to verify the robustness and generalizability of the results.
The results indicate that the effect of image type on eco-purchase intentions varies depending on creativity levels. Real images elicited higher purchase intentions than AI-generated images under low-creativity conditions; however, this preference is not significant in high-creativity conditions. Furthermore, the mediation analysis confirms that perceived naturalness and novelty play distinct roles depending on the creative context.
The findings reveal a “creativity compensation” mechanism. Although AI-generated advertisements have inherent disadvantages regarding the perceived naturalness of environmental marketing, they can effectively promote eco-products when the creative quality and visual novelty of the AI-generated images are high.
This study contributes to the emerging discourse on AI in sustainable consumption by clarifying when and why AI-generated images can be effective in eco-product advertising. It identifies creativity level as a key boundary condition and advances the ELM-based explanation of how consumers respond to AI-generated versus real images across different creative contexts. These findings offer strategic guidance for brands seeking to leverage generative AI more effectively and responsibly in green marketing.
