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Journal Articles

AI-based recommendations and sustainable agri-food purchase intentions: examining the credence goods paradox through emotional-TAM among Generation Z in India

Samrat Bharadwaj
Journal: British Food Journal
British Food Journal 1–20.
https://doi.org/10.1108/BFJ-09-2025-1264
Published: 17 March 2026
...Samrat Bharadwaj Purpose This study explores how AI-based recommendations affect sustainable purchase intention among members of Generation Z in the Indian agri-food sector. Design/methodology/approach A street-intercept survey was conducted among 1,054 respondents across eight Indian cities...
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