Influence Factors of Digital Economy on the Willingness of Equipment Manufacturing Industry to Green Production in the Era of Artificial Intelligence

Abstract

In the age of artificial intelligence, the digital economy significantly promotes green production in manufacturing. It optimizes processes, recycles resources, drives green tech innovation, and boosts product sustainability. While there's ampleresearch on green manufacturing, studies linking it to the digital economy are limited. Given the machinery manufacturing sector's strategic importance and China's focus on green, sustainable manufacturing, this study bridges that gap. Using the Theory of Planned Behavior (TPB) and Normative Activation Model (NAM), it examines how the digital economy influences green production intentions in equipment manufacturing. The study surveys Middle Eastern equipment manufacturers, analyzes the data with SmartPLS, and finds that the digital economy positively impacts green production via personal norms, responsibility, consequence awareness, attitudes, and cost savings. These factors mediate the relationship between the digital economy and green production intentions. The paper concludes with practical recommendations based on these findings. In the era of artificial intelligence, how the digital economy provides a new path to the green production of the manufacturing industry, and provides a theoretical reference for the sustainable development of the equipment manufacturing industry.