From Artificial Intelligence to Green Purchasing Behavior: The Role of Environmental Knowledge and Green Truth in Shaping Environmental Attitudes and the Purchase of Organic Products in University Students

This study explores how Artificial Intelligence (AI) shapes Green Purchasing Behavior through cognitive and attitudinal mechanisms by implementing the Stimulus–Organism–Response (SOR Model) Theory. It analyzes AI as an external stimulus that influences Environmental Knowledge and Green Truth, which, in turn, affects Environmental Attitudes and Green Purchasing Behavior. A cross-sectional quantitative design was employed using survey data collected from 412 consumers in the province of Guayas (Ecuador). The data were analyzed using partial least-squares structural equation modeling (PLS-SEM). The results indicate that AI exerts a weak influence on Green Purchasing Behavior; instead, its impact operates primarily through indirect pathways. Specifically, AI significantly enhances Environmental Knowledge and promotes Green Truth, subsequently shaping consumers’ Environmental Attitudes. Furthermore, Environmental Attitude emerged as the strongest predictor of Green Purchasing Behavior, confirming its central role in translating internal evaluations into consumption decisions. These findings contribute to the literature by integrating AI into sustainable consumption models and demonstrate that its effectiveness depends on its ability to generate credible and meaningful internal responses rather than directly influencing behavior.