Artificial Intelligence-Enabled Education Marketing in an Emerging Bioeconomy

Abstract

The past decade has seen the rise of bioeconomy as an innovation to alleviate human-induced multidimensional and intertwined existential and civilizational challenges. The proponents of bioeconomy pin the responsibility of structural transition towards a bioeconomy on decisions and choices of individual consumers. Prior research on acceptance of bioeconomy are dominated by how broader public relates to bioeconomy, reducing end-user consumers to passive recipients, leaving gaps on acceptance of bioeconomy at individual consumer level. This chapter develops a framework for education marketing leveraging on artificial intelligence (AI) to drive acceptance of bioeconomy products. It is recommended that businesses create proactive, innovative and forward thinking education marketing strategies to enhance the sustainable lifestyle at individual level which is required to drive the adoption and diffusion of bioeconomy in the society. In practice, managers will gain unique insight into how marketing agility could be developed, deployed, and sustained in the emerging bioeconomy markets.