Assessing the influence of artificial intelligence on sustainable consumption behavior and lifestyle choices

Abstract

Purpose Artificial intelligence (AI) has advanced at a rapid pace in the 21st century, and this has had a profound impact on many facets of human behavior, most notably the attitudes toward sustainable consumption and the lifestyles of consumers. Young consumers are at the forefront of AI technology adoption due to their upbringing in an era dominated by technological advancements, and these technologies are changing the way they engage with brands, make purchases and practice sustainability. This research paper aims to investigate the influence of AI on sustainable consumption behavior and lifestyle choices among young consumers. Design/methodology/approach This research study examines the complex effects of AI on young consumers using the Unified Theory of Acceptance and Use of Technology 2 model. This study addresses the intricacies and issues related to AI, such as the risk of overconsumption and the environmental impact of AI technologies, while also examining how AI-driven tailored experiences improve consumer engagement and promote sustainability. Structural equation modeling (SEM) was used to evaluate the hypotheses and produce solid insights into the connections between consumer behavior, sustainable consumption and the adoption of AI. Findings The results highlight the necessity of adopting AI in a balanced manner and stress the significance of coordinating AI advancements with sustainability goals. Originality/value This study offers a significant contribution to the body of knowledge by examining the relationships between the adoption of AI, environmental consciousness and sustainable consumption. It also offers practical suggestions for encouraging consumers to engage in eco-friendly activities and responsible consumption.