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How and when AI-enabled customer experience shapes sustainable consumption in smart hotels: The role of eco-friendly customer innovativeness

Author

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  • Ahmad, Sohail
  • Ashfaq, Muhammad
  • Song, Jing
  • Wang, Rui

Abstract

Advances in artificial intelligence (AI) and smart technologies are reshaping service delivery in smart hotels, enabling experiences that influence customers’ engagement in sustainability-oriented behaviors. Drawing on cognitive appraisal theory (CAT), this study examines the impact of AI-enabled customer experience (AICE) on customer engagement in sustainable consumption (CESC), with psychological ownership and green thinking as mediators and eco-friendly consumer innovativeness (EFCI) as a moderator. To test causal relationships, two studies were performed: a cross-sectional survey (N = 400) and a between-subjects experiment (N = 192). The findings of the survey research (study 1) indicate that AICE has positive links with psychological ownership, green thinking, and CESC. Further, psychological ownership and green thinking are positively related to CESC and mediate the relationships between AICE and CESC. Moreover, eco-friendly consumer innovativeness serves as a moderator, strengthening the positive effect of AICE on green thinking. Study 2 tests the causal effect of AICE on CESC using a randomized experiment design and provides an additional robustness check for CESC, thereby enhancing the benefits of AICE. These findings contribute to theory by clarifying how and when AICE drives sustainable consumption and offer practical guidance for hospitality managers on leveraging AI-driven service innovations to strengthen customer engagement in sustainability.

Suggested Citation

  • Ahmad, Sohail & Ashfaq, Muhammad & Song, Jing & Wang, Rui, 2026. "How and when AI-enabled customer experience shapes sustainable consumption in smart hotels: The role of eco-friendly customer innovativeness," Journal of Retailing and Consumer Services, Elsevier, vol. 89(PB).
    • Handle: RePEc:eee:joreco:v:89:y:2026:i:pb:s0969698925004151
    DOI: 10.1016/j.jretconser.2025.104636
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