A hybrid AI model for consumer insights and sustainable cosmetics marketing analysis in the UAE

The diverse behavioral patterns of consumers for purchasing products motivate the necessity for implementing tailored marketing strategies to foster sustainable business development. This research work proposes a hybrid technique of combining Fuzzy Set Qualitative Comparative Analysis (fsQCA) and K- means clustering algorithm to distinguish the consumer segments based on varying behavioral constructs. A detailed survey was conducted for 254 participants in the United Arab Emirates (UAE), gathering feedback for various constructs such as Emotional Marketing (EM), Green Brand Awareness (GBAW), Perceived Effort of Green Purchasing (Per_EGP), Green Purchase Behavior (GPB), Perceived Behavioral Control (PBC) and Green Perceived Risk (GPR) in purchasing green cosmetic products. The significant causal configurations contributing to Green Purchase Intention (GPI) are identified using fsQCA technique. K-means clustering technique is then applied for the fsQCA configurations to determine the actionable consumer segments which demonstrate the varying behavioral characteristics in terms of motivation, awareness and other barriers towards purchasing green products. The tailored marketing strategies are then proposed for various consumer segments to improve the business performance and sustainable consumption of green products.