Green Intelligence In Retail: Leveraging AI For Sustainable Marketing Strategies In NCR's Supermarket Chains

Abstract

Aim:The aim of this study is to examine the impact of Green Intelligence (GI) and Artificial Intelligence (AI) Adoption on Sustainable Marketing Strategies (SMS) in supermarket chains across India’s National Capital Region (NCR). It also seeks to assess the extent to which GI and AI tools are integrated into retail operations for advancing sustainability.

Methodology:A quantitative research design was employed using a structured questionnaire distributed to 415 respondents working in various supermarket chains within the NCR. The respondents included store managers, marketing executives, department heads, and operations personnel. The study used a 5-point Likert scale to measure variables under three major constructs: Green Intelligence, AI Adoption, and Sustainable Marketing Strategies.

Statistical Methods:The data were analyzed using Descriptive Statistics, Cronbach’s Alpha for reliability testing, Correlation Analysis, and Multiple Regression Analysis to test the proposed hypotheses. Normality, skewness, and kurtosis were also examined to validate data distribution assumptions.

Results:The findings revealed that both GI and AI Adoption have a positive and statistically significant relationship with Sustainable Marketing Strategies (p < 0.001). All sub-constructs, including Green Data Analytics, Eco-Conscious Decision-Making, Predictive Analytics, and AI-Based Sustainability Tracking, showed strong correlations with SMS (r = 0.46 to 0.62). The regression models demonstrated high explanatory power (Adjusted R² = 0.486 for GI and 0.451 for AI). Descriptive results further confirmed widespread adoption of sustainable practices and technologies among supermarket chains in the NCR.

Originality/Value:This study is among the first to empirically link Green Intelligence and AI Adoption with Sustainable Marketing in the context of organized retail in India. It contributes to the theoretical discourse on sustainable innovation and provides practical recommendations for integrating AI tools into environmentally responsible marketing strategies.