The convergence of artificial intelligence, sustainability consciousness, and immersive metaverse technologies has created unprecedented opportunities for transformative marketing communications that influence consumer behavior in virtual environments. Despite the growing adoption of metaverse platforms for commercial activities, there remains a significant gap in understanding how AI-powered sustainable marketing messages within these digital ecosystems affect consumers’ actual purchase intentions, particularly given the complex interplay between virtual experiences and real-world consumption decisions. This study employs the Theory of Planned Behavior (TPB) as the theoretical framework to examine the relationships between attitudes, subjective norms, perceived behavioral control, and purchase intentions in the context of AI-driven sustainable marketing communications within metaverse environments. The research objectives include: (1) investigating the impact of AI-generated sustainable marketing content on consumer attitudes and purchase intentions, (2) examining the role of social influence and perceived control in metaverse shopping contexts, and (3) identifying key predictors of consumer behavior in virtual sustainable commerce environments. A quantitative research methodology will be employed using structured online surveys distributed to active metaverse users, with data analysis conducted through structural equation modeling (SEM) and multiple regression analysis to test the proposed hypotheses. Preliminary findings indicate significant positive relationships between AI-driven sustainable marketing exposure and purchase intentions, with attitudes and perceived behavioral control serving as strong mediating factors, while subjective norms demonstrate moderate influence on consumer decision-making processes within metaverse retail environments.