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Attitude is our evaluation of a person, an idea, or an object. We have attitudes for many things ranging from products that we might pick up in the supermarket to people around the world to political policies. Typically, attitudes are favorable or unfavorable: positive or negative (Eagly & Chaiken, 1993). And, they have three components: an affective component (feelings), a behavioral component (the effect of the attitude on behavior), and a cognitive component (belief and knowledge;...
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Do environmental values drive artificial intelligence products green purchasing behavior? A value-attitude-behavior

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Consumer environmental values drive AI product green purchasing behavior, influenced by attitudes. Price sensitivity can moderate these effects, guiding green marketing strategies for AI companies.

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Area of Science:

  • Consumer Behavior
  • Artificial Intelligence
  • Environmental Sustainability

Background:

  • Growing adoption of artificial intelligence (AI) products raises consumer concerns about environmental sustainability.
  • Consumer purchasing decisions for AI products involve evaluating both product-specific environmental attributes and technological advancements.
  • Defining AI products green purchasing behavior (AGPB) is crucial for understanding sustainable consumption in the AI market.

Purpose of the Study:

  • To explore the influence of environmental values (egoistic, altruistic, biospheric) on AI products green purchasing behavior (AGPB).
  • To investigate the mediating role of green consumption attitudes in the value-behavior relationship.
  • To examine the moderating effect of price sensitivity on AGPB.

Main Methods:

  • Employed the value-attitude-behavior (VAB) model.
  • Analyzed data from 461 questionnaires using Partial Least Squares Structural Equation Modeling (PLS-SEM).
  • Utilized Fuzzy-set Qualitative Comparative Analysis (fsQCA) for configurational analysis of value combinations.

Main Results:

  • All three environmental values (egoistic, altruistic, biospheric) positively influence AGPB, mediated by green consumption attitudes.
  • Price sensitivity negatively moderates the relationship between altruistic/biospheric values and AGPB, and the attitude-behavior link.
  • fsQCA identified two key configurations driving AGPB.

Conclusions:

  • Environmental values are significant drivers of AGPB, with green consumption attitudes acting as a key mediator.
  • Price sensitivity plays a critical role in moderating consumer purchasing decisions for green AI products.
  • Findings provide theoretical insights and practical guidance for AI companies to develop effective green marketing strategies.