Elucidating the Role of Ethical Principles in the Use of Artificial Intelligence in Consumer Behavior Prediction

Abstract

This study aimed to elucidate the role of ethical principles in the use of artificial intelligence for predicting consumer behavior and to develop an integrated model combining technological capabilities with ethical requirements. This applied study adopted a qualitative, exploratory–explanatory design based on grounded theory and the systematic approach of Strauss and Corbin. Data were collected through semi-structured interviews with 16 academic experts, managers, and specialists in marketing, consumer behavior, artificial intelligence, information technology, and AI ethics. Participants were recruited through purposive and snowball sampling, and sampling continued until theoretical saturation was achieved. The data were analyzed through open, axial, and selective coding using MAXQDA. The credibility of the findings was assessed through participant review and academic expert validation. The analysis identified “intelligent and ethical prediction of consumer behavior” as the core phenomenon, shaped by the complexity of consumer behavior, competitive market requirements, transformation of digital interactions, and the necessity of ethical AI. Achieving this phenomenon requires the integration of technological agency—including data preparation, intelligent model development and explanation, and algorithmic bias control—with ethical AI governance encompassing data and privacy protection, consumer sovereignty over personal data, human oversight, and institutional accountability. Organizational infrastructure and the digital market ecosystem emerged as contextual conditions, whereas systemic and algorithmic challenges and macro-environmental factors acted as intervening conditions. Implementation of these strategies was associated with enhanced ethical acceptance of AI, stronger brand relationships, purchasing decisions, customer loyalty and repurchase, as well as improved organizational effectiveness, value creation, and profitability. Sustainable and legitimate AI-based consumer behavior prediction requires ethical principles to be institutionalized throughout the design, development, and deployment lifecycle of intelligent systems. Technological accuracy and ethical responsibility should therefore be treated as complementary dimensions of responsible AI governance rather than separate objectives.