Promoting responsible youth consumption through artificial intelligence (AI) and behavioral interventions - POP-AI

About the project

POP-AI (Empowering Responsible Youth Consumption through Artificial Intelligence) is a research and development project focused on designing personalized behavioral interventions that foster sustainable and reflective consumption among young people. Grounded in an integrated theoretical framework that combines Identity Behavior Theory (IBT) and the Transtheoretical Model of Behavior Change (TTM), the project develops a multidimensional model of responsible consumption that captures cognitive, emotional, and contextual determinants.

Using a mixed-methods design, POP-AI identifies distinct youth consumer profiles and tracks change trajectories through longitudinal research. These insights inform the development of a digital AI-enabled platform that delivers adaptive educational and intervention content tailored to individual needs and readiness to change. The intervention toolkit includes behavioral “nudge” messages, identity-affirmation prompts, and minimalist challenges designed to support real-time behavior change.

By combining experimental methodology with artificial intelligence technologies, POP-AI advances evidence-based approaches to digital behavior change. Through collaboration with educational, scientific, and technology stakeholders, the project contributes to more sustainable consumption patterns, the creation of open educational resources, and methodological innovation in socially responsible marketing and digital education.

Total project value: 72.193,12 EUR

Project duration: October 1, 2025 until September 30, 2029

Project holder: University of Zagreb, Faculty of Economics & Business

Contact

Project leader: Andrea Lučić, PhD

E-mail: andrea.lucic@efzg.unizg.hr

Address: Faculty of Economics & Business – Zagreb

     Trg J. F. Kennedyja 6

     10000 Zagreb, CROATIA