Abstract: The disclosure generally relates to a system for generating recommendations for a user. The system may obtain account data associated with a user. Based on the account data associated with the user, the system may access a machine learning model to determine a propensity for conversion to sustainability. The propensity for conversion to sustainability may be based on one or more purchases by the user of one or more sustainable items. Further, the propensity for conversion to sustainability may be based on one or more purchases by one or more similar users of one or more sustainable items. The system can generate recommendations for the user and the recommendations may include at least one recommendation for a sustainable item based on the propensity for conversion to sustainability.