The Preliminary Step Towards Conceptual Model for the Artificial Intelligence-Neuro-Green Marketing in the Architectural Engineering and Construction Industry

Abstract

Innovation has fostered and enabled Industry 5.0, Society 5.0, and Marketing 5.0. It has also affected competition and marketing dynamics in all industries, including architectural engineering and construction industry (AEC). Intensified competition in AEC, alongside the accelerated innovations fostering and enabling changes in AEC’s supply-and-demand dynamics, highlights the importance of time and how cost-effective, strategic, tactical, and innovative marketing has further influenced AEC’s supply-anddemand aspects, which need to be sustainable to reduce its embodied environmental footprint mostly due to the climate crisis humanity is experiencing. Based on an in-depth literature review, this study aims to suggest the preliminary conceptual model’s step towards artificial intelligence (AI)-neuro-green marketing in AEC as a potential key for a sustainable built environment. This study emphasizes potential of the AI-neuro-green marketing to foster competition by design (including architectural and interior design), to enhance the effectiveness of neuro-green marketing in fostering sustainable built environment, and to reduce AEC’s embodied environmental footprint, outputs, and services. Furthermore, this study emphasizes the potential contribution of the AI-neuro-green marketing in AEC to Construction 5.0 and Society 5.0. This study is expected to contribute to the literature through the concept of AI-neuro-green marketing.