From Trust and Transparent Pricing to Purchase Intention: The Mediating Role of Perceived Ethicality in AI-Driven FMCG E-Commerce

Author(s)	Mr. Saurabh Sharma, Dr. Vivek Devvrat Singh
Country	India
Abstract	Artificial intelligence now shapes routine online shopping through personalized recommendations, automated promotions, and dynamic pricing. While these features add convenience, they also raise consumer concerns about fairness in AI-driven platforms. This study examines how perceived trust, price fairness, and price transparency influence purchase intention through perceived ethicality in AI-driven fast-moving consumer goods (FMCG) e-commerce. Using consumer survey data analyzed with Partial Least Squares Structural Equation Modeling, the study tests a mediation model where perceived ethicality links platform attributes to purchase intention. Results indicate that trust, price fairness, and price transparency significantly enhance perceived ethicality. Perceived ethicality, in turn, positively influences purchase intention and mediates the relationships between the three antecedents and purchase intention. The findings suggest that in AI-driven FMCG e-commerce, cultivating trust and ensuring clear, fair pricing practices builds an ethical impression that strengthens consumers’ willingness to buy. The study contributes to understanding ethics as a central mechanism in AI-driven retail.
Keywords	AI-driven e-commerce, perceived ethicality, perceived trust, price fairness, price transparency, purchase intention
Field	Business Administration
Published In	Volume 8, Issue 4, July-August 2026
Published On	2026-07-27

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International Journal For Multidisciplinary Research