The Impact of Artificial Intelligence Recommendations on Sustainable Consumer Behaviors Across Generations
Loughborough UniversityLoughborough, United Kingdom
Course overview
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
Key highlights
- Investigates how AI sustainability recommendations shape pro-environmental behaviour in Europe
- Grounded in transformative learning theory rather than simple behavioural nudging
- Compares rational and emotional pathways in responses to AI recommendations
- Examines generational differences between digital natives and digital immigrants
- Focuses on older adults and barriers to digital inclusion
- Research supports UN Sustainable Development Goals and Europe's Green Deal
Entry requirements
- Degree: 2:1 — or above
Scholarships
Alumni Bursary
10% of tuition fees which will be credited to the student’s tuition fee account.
Up to 10% of feesAlumni Discount
UK students: £1,500 tuition fee discount for one academic year. International students: £3,000 tuition fee discount for one academic year.
Care Leaver's Scholarship
Excellence Scholarships
UK students: £3,000 off tuition fees; International students: £6,000 off tuition fees which will be credited to the student’s tuition fee account.
International Sports Student Postgraduate Bursary
Our International Sports Student Postgraduate Bursary offers a £12,000 tuition fee discount (set against the tuition fees of your chosen postgraduate taught programme ONLY).
Up to £12,000London 10th Anniversary Award
£5,000 off tuition fees.
Up to £5,000Loughborough Business School Scholarship
£1,500 (UK students) and £3,000 (international students) off tuition fees which will be credited to the student’s tuition fee account.
MBA Progress with Purpose Scholarship
50% of tuition fees which will be credited to the student’s tuition fee account.
Up to 50% of feesQatari Ghanim Al-Muftah Excellence Scholarship
Careers this course leads to
- Academic researcher in consumer behaviour
- University lecturer in marketing
- Sustainability policy adviser
- Consumer insights researcher
- Responsible AI researcher
- User experience researcher
Cost of study
UK/Home: £5,238 | International: £23,100
Admission
Applications are made through AHZ at no cost. Share your transcripts, English test scores and personal statement, and your AHZ Counsellor will review your profile, submit your application to Loughborough University, and guide you through interview, offer, CAS and visa — right up to enrolment.
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