From algorithms to ecosystems: A transformative consumer research perspective on artificial intelligence for sustainable living

AMS Review

This paper examines the potential of Artificial Intelligence (AI) as a catalyst for sustainable living, adopting a systemic approach that offers a holistic and integrated perspective on the transformative effects of AI. The body of research at the convergence of AI and sustainability is in its early stages and growing rapidly. Yet, there has been limited investigation into how these two areas intersect from the consumer’s perspective. We investigate the role of AI in shaping consumer behavior, empowering sustainable choices, and bridging the intention-behavior gap. Our contribution includes the development of an integrative framework that synthesizes models of technology acceptance and pro-environmental behavior, aimed at predicting and enhancing consumer engagement with AI technologies for long-term sustainability. By applying the concept of distributed cognition (human + AI), we further explore how AI tools can empower consumer decision-making toward sustainability by extending and enhancing cognitive processes. We provide insights into policy implications and delineate a path for future research to amplify the role of AI as an empowering tool for consumers in the sustainability context.