The lack of understanding of consumers by new businesses is a significant gap that needs to be addressed

The gap

Evidence profile

Sourced from the stated research gap and inline gaps and recommendations of the source papers, classified as general, spanning 3 journals.

Supporting evidence — 3 representative gaps

• Accelerating change to decelerate consumption: customer value propositions for a sustainability start-up (2026) · European Journal of Marketing · doi

  The lack of understanding of consumers by new businesses is a significant gap that needs to be addressed. There is a need for new businesses to develop customer-focused value propositions that support sustainable consumption. The study highlights the gap between the intended value of the offering and how that value might be understood, experienced, and prioritised by consumers.

  generalstated research gap
  Keywords: lack understanding consumers new businesses significant gap needs
• Customer Perceptions of Artificial Intelligence-Driven Services in Islamic Banking: Evidence from Selected Banks in Sharjah, the United Arab Emirates (2026) · International Journal of Islamic Finance and Sustainable Development · doi

  Limitations and Recommendations Like all empirical studies, the limitations of this study include the use of a cross-sectional survey, context-specific generalisability, and technological evolution. The non-significant effect of attitude on intention suggests that positive perceptions of AI alone are insufficient to drive adoption among Islamic banking customers.

  generalinline gapsevidence 5/5
  Keywords: limitations recommendations like empirical include cross sectional survey context specific generalisability technological evolution significant effect
• How AI shapes sustainable consumer behaviour. The role of perceived usefulness, perceived anthropomorphism, perceived value, purchase intention (2026) · Aposta: Revista de Ciencias Sociales · doi

  significantly influenced purchase intention, whereas non-personalized recommendations showed no significant effect (Mican and Sitar Taut, 2024).AI produces value mainly by enhancing shopping efficiency and decision-making quality for consumers, leading to higher acceptance of the technology (Bawack et al., 2022). H1: Perceived usefulness positively influences on purchase intention. This work is licensed under a Creative Commons Attribution - Non-Commercial 4.0 International License 4 Customer perceived value is the overall evaluation by customers to weigh the costs and benefits incurred during purchase (He, 2024). It is in essence an appraisal by the consumer, a subjective weighing up of what the consumer pays (money, time, effort) with what the consumer gets (quality, satisfaction and experience). PV attributes such as usefulness, features, and trust have a beneficial influence on consumer intentions to utilize AI-driven solutions. (Dhiman et al., 2023). In today's market, when consumers are swayed by lifestyle products and AI-driven suggestions, this sense of value is even more crucial. Since the customer judgment is usually made on the basis of insufficient information, perceived value of products that operate as a signal to consumers would have a favourable effect on their purchase intention (Kardes et al., 2004). Some companies falsely claim the environmental benefit of their products to market their products so that customers are reluctant to buy their products (Kalafatis and Pollard, 1999). Poor perceived value can lead to the loss of consumer purchasing intentions (Sweeney and Soutar, 2001). Consumers are more inclined to acquire a product if they feel the worth of a product is higher (Chang and Chen, 2008). If thus, the existing literature shows that one of the most important factors consumer perceived values has a favourable effect on purchase intention (Tam, 2004; Zeithaml, 1988). AI-driven recommendations help consumers build emotional ties with sustainable products. H2: Perceived value positively influences purchase intention. Anthropomorphism refers to the tendency to attribute human characteristics, emotions, and behaviour to non-human entities, such as animals, objects, or technological systems (Ma et al., 2025). Existing research indicates that people react positively and are likely to be fond of the human-like attributes of AI apps that assist green habits and environmental sustainability (Bibri et al., 2024). When people view machines as human-like, enabling more natural and social interaction. Anthropomorphic cues including human-like communication, facial expressions, conversational aptitude and emotional responsiveness improve consumers’ sense of intelligence and social presence in AI-enabled shopping (Epley et al., 2007). The interconnections of feel

  generalrecommendationsevidence 5/5
  Keywords: purchase value consumers perceived consumer products intention human effect positively driven like recommendations shopping quality

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