Marine ecosystems face unprecedented threats from pollution, overfishing, and climate change, creating an urgent need for conservation initiatives. While consumer awareness of ocean degradation is increasing, there remains a persistent gap between environmental concern and actual purchasing behavior toward sustainable products. This study aims to examine public readiness to adopt OceanGuardian, a sustainable e-commerce platform for marine conservation products, by integrating behavioral, technological, and environmental perspectives. Using a modified Extended Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, survey data from 600 respondents were analyzed with machine learning models, including Support Vector Machines, Random Forests, and XGBoost, to identify key determinants of consumer intention and use behavior. Results indicate that social influence, performance expectancy, affordability, and habit formation significantly predict adoption, with Support Vector Machines achieving the highest predictive accuracy (92.5%). The findings highlight the potential of artificial intelligence to enhance consumer behavior analysis while recognizing challenges such as economic barriers and consumer skepticism. The study offers theoretical contributions by extending UTAUT2 with environmental factors and provides practical insights for policymakers and businesses to design strategies that foster sustainable shopping and strengthen marine conservation efforts.