How Consumers Evaluate Human-Made vs. AI-Generated Product Descriptions: the Role of Product Familiarity and Environmental Claims
Year: 2026
Type: dissertation
Study design: Observational Study
Abstract: The study examined how consumers evaluate product descriptions.The product descriptions focused on a utilitarian product: a white T-shirt.The other product description was made by human and the other was generated with AI, that was made to emphasized ecological aspects.The descriptions were used to examine consumers' perceptions of the product's ecological, hedonistic and utilitarian aspects, and how these evaluations and product familiarity would impact purchase intentions.First, the study drew on existing theory to establish a deeper understanding for the topic, and a quantitative survey was then conducted.Regression analysis was the primary method used to analyze the data which allowed the examination of both indirect and direct effects within the research model.The results showed no significance between human-made and AI-generated product descriptions in respondents' willingness to purchase the product.However, familiarity with the product and its impact on green attitudes did influence purchase intention to a certain degree.The research concludes that companies can use AI in marketing without causing negative reactions from consumers.Limitations of the study included the limited group of respondents, indicating that the results cannot be generalized broadly.
Author: Huuskonen, Maaria
Institution: University of Eastern Finland
Language: English
Topic: AI in Service Interactions
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7215440958