Making Sense of Artificial Intelligence for Green Products and Green Consumption: A Sensemaking-Based Conceptual Framework for Pakistani Industry

Abstract

Artificial Intelligence (AI) is often presented to make firms more sustainable. However, in Pakistan, its use in producing “greener” products and in promoting “greener” consumption is still sporadic and poorly planned. Most studies conducted to date have been on the capabilities of AI. Much less focus has been paid to managers’ understanding of AI and their AI integration in sustainability practice. This paper is a conceptual paper that seeks to fill that gap using Organizational Sensemaking Theory (Weick, 1995). It uses this lens to look at the Pakistani manufacturing and looks at two outcomes: green product development and green consumerism. The discussion is based on evidence on water scarcity in Pakistan, climate vulnerability, energy instability, and explains the challenges of export compliance for textile and fast-moving consumer goods (FMCG) companies. Four strategies are suggested. The first one “seeing the unseen with AI” is about product and process design optimization. The second one is “raising awareness of consumption through AI,” which deals with waste reduction. The third is “responsive stewardship with AI” related to the extension of the life of products and assets. The fourth is about ethical interdependence and the use of AI and is designed to make green claims verifiable through supply chains. Each strategy is linked to a specific sensemaking mechanism, and a short hypothetical vignette is used to demonstrate this. The paper presents five propositions, one of which is related to the contextual factors influencing these strategies in an emerging economy. The framework provides a systematic foundation for managers and policymakers to transition from buyer-driven AI adoption to purposeful strategies for green products and green consumption.

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