In the current e-commerce marketing environment, artificial intelligence (AI) recommendation systems are widely used in various business scenarios, but little attention has been given to their application to social goods. On the basis of the persuasion knowledge model and goal framing theory, this study explores the mechanism of the recommendation approach (AI vs. human) in promoting consumer purchase behaviour related to social goods. Three experiments are conducted, which show that AI recommendations have significant advantages in increasing consumers' intention to purchase social goods on e-commerce platforms. Specifically, perceived manipulative intention serves as a mediator between the recommendation approach (AI vs. human) and consumers' purchase intentions. Additionally, goal framing moderates the effects of the recommendation approach on consumers' purchase intentions: consumers respond more positively to AI recommendations under loss framing, whereas human recommendations have greater persuasive power under gain framing. This study expands the application scenarios of AI recommendation in the field of social marketing and enriches the theoretical explanatory power of persuasion knowledge models in the promotion of social goods via e-commerce