This research investigates the role of Artificial Intelligence (AI) in shaping sustainable consumer behaviour, examining how AI-driven recommendations influence consumer decision-making, sustainable purchasing behaviour, and trust in environmentally conscious products and services. It concludes that AI-powered insights and personalized recommendations significantly enhance consumer awareness, engagement, and adoption of sustainable choices. The theoretical framework emphasizes how AI implementation, consumer trust, and external cultural, economic, and technological factors influence sustainable purchasing decisions. PLS-SEM using SmartPLS software was utilized to evaluate the relationships between AI, consumer awareness, and sustainable purchasing behavior. The findings aim to provide insights into the effectiveness of AI in fostering sustainable consumption patterns and highlight its potential in promoting environmentally responsible decision-making. The study also addresses ethical considerations and challenges associated with AI-driven sustainability efforts. Ultimately, this research contributes to the growing discourse on the intersection of AI, consumer behaviour, and sustainability, offering valuable implications for businesses, policymakers, and consumers.