Price, climate messaging and AI shape the future of second-hand electronics

A new study highlights how artificial intelligence (AI)-driven advertising and climate change awareness are shaping consumer intentions in the growing second-hand electronics market.

The research, titled AI-Driven Advertising and Climate Change Awareness: Motivators for Green Consumption in the Second-Hand Electronics, published in SAGE Open (2025), provides deep insights into how economic incentives, sustainability messaging, and consumer psychology interact in driving green consumption behaviors.

AI and ESG factors as drivers of consumer behavior

The study examines how environmental, social, and governance (ESG) elements influence purchasing intentions in the second-hand electronics market. Researchers operationalized ESG into three key motivators: price discounts (governance), perceived climate change awareness (social), and carbon-reduction promotion (environmental). Through a series of empirical investigations, the findings revealed that all three factors significantly increase green consumption intention (GCI).

Price discounts emerged as the strongest driver, highlighting consumers’ sensitivity to economic incentives when purchasing refurbished or pre-owned devices. However, the research also underscored that climate change awareness acts as a mediator between carbon-reduction messaging and purchasing decisions, suggesting that messaging strategies linking environmental benefits to personal action amplify the impact of promotional campaigns.

According to the research, incorporating clear, targeted messaging about carbon-reduction benefits can unlock greater consumer engagement, particularly when combined with transparent pricing and reliability assurances. For brands and platforms operating in this market, the evidence points to an opportunity to leverage AI algorithms to deliver hyper-personalized campaigns that align sustainability with tangible consumer benefits.

AI-generated advertising: The disclosure dilemma

The researchers explore AI-generated content (AIGC) in advertising. In controlled experiments, the study tested how consumers responded to ads created by AI compared with traditional, human-designed advertising. The results revealed a critical nuance: AI ads are as persuasive as traditional ads, unless their AI origin is disclosed.

When participants were unaware that an ad was AI-generated, engagement and purchase intentions were comparable to those triggered by human-generated advertisements. However, disclosing that the ad was AI-generated reduced trust and weakened purchase intentions, signaling a trust gap that marketers need to navigate carefully.

While AI tools can optimize content creation and target messaging effectively, platforms must balance transparency with consumer perception. Strategies to build trust in AI-driven communication, such as emphasizing human oversight or ethical standards, could mitigate the negative impact of disclosure while maintaining engagement.

Underutilized potential in carbon messaging

Beyond surveys and experiments, the study conducted a large-scale analysis of 9,482 user comments from leading Chinese second-hand electronics platforms using latent Dirichlet allocation (LDA) topic modeling. The analysis revealed that while discussions heavily focused on price, product reliability, and platform services, environmental benefits and carbon-reduction themes were rarely mentioned.

This disconnect between proven motivators and real-world messaging highlights a missed opportunity for platforms and marketers. Consumers respond positively to sustainability messages, yet carbon-reduction narratives remain underemphasized in current advertising and consumer dialogue.

The researchers argue that integrating visible environmental messaging into platform communication, from product listings to post-purchase engagement, could not only improve customer loyalty but also reinforce the broader sustainability goals of the circular economy. By closing this gap, companies can better align consumer interests with environmental responsibility, supporting both market growth and ecological outcomes.

Strategic and policy implications

For businesses, the research outlines the value of leveraging AI-driven advertising tools to create personalized, data-informed campaigns that combine economic incentives with sustainability narratives. Platforms can enhance consumer trust by ensuring transparency in product sourcing and quality, and by emphasizing the environmental value of second-hand purchases.

For policymakers, the research provides evidence supporting the integration of consumer-level ESG incentives into broader sustainability frameworks. Initiatives such as tax benefits for second-hand purchases, carbon labeling, or subsidies for eco-friendly refurbishing programs could accelerate adoption and deepen market penetration.

The study also raises questions about ethical considerations in AI advertising, particularly regarding disclosure practices and consumer autonomy.