AI Stimuli and Responsible Consumer Choices: Understanding the Pathways to Sustainability

Abstract

This study examines how AI stimuli promote sustainable consumption using the stimulus-organization-response (SOR) model and Theory of Planned Behavior (TPB). Surveying 400 Gen Z consumers in Egypt, it explores the mediating roles of passion, usability, perceived interactivity, and relative advantage. Structural Equation Modeling (SEM) reveals that both emotional (Passion) and functional (Usability) AI features significantly influence eco-conscious behaviors through customer engagement and intelligent experiences. By integrating emotional and functional AI dimensions within a sustainability framework, the research offers theoretical insights and practical strategies for businesses to enhance user engagement and responsible consumption through interactive, personalized AI systems. Limitations include the demographic focus and reliance on self-reported data, suggesting future research adopt longitudinal and cross-cultural approaches to further explore AI's role in global sustainability.