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Impact of Artificial Intelligence on Sustainability and Conscious Consumption

In: Business Sustainability: Innovation in Entrepreneurship & Internationalisation

Author

Listed:
  • Luzia Arantes

    (Polytechnic University of Cávado and Ave
    University of Aveiro
    Sustainable Development Research Group, EKA)

  • Sandra Barbosa Costa

    (Polytechnic University of Viseu)

  • Jéssica Alves

    (Polytechnic University of Bragança)

  • Luís Vaz

    (University of Beira Interior
    NECE - Research Centre for Business Sciences)

Abstract

This study explores the role of artificial intelligence (AI) in promoting sustainability and conscious consumption, focusing on the Portuguese market. The main objective is to understand the relationship between education for conscious consumption, the perceived usefulness of AI, and its impacts on sustainability and efficiency. Using a quantitative methodology, data was collected through questionnaires applied to 139 adult consumers over 4 months. The analysis was carried out using IBM SPSS and AMOS software. Using structural equation modelling (SEM), the results indicate a strong positive relationship between education for conscious consumption and the perceived usefulness of AI, significantly impacting sustainability and efficiency. In addition, the perceived usefulness of AI is also positively related to sustainability and efficiency, although to a lesser extent. These findings highlight the importance of integrating AI with consumer education to foster sustainable consumption behaviours. The research reveals that educational programmes aimed at conscious consumption can significantly increase the perceived usefulness of AI, promoting more sustainable and efficient consumption practices. However, the effectiveness of AI in fostering sustainable practices depends on a solid educational foundation that values sustainability. This suggests that the perception of AI as a facilitator of sustainable practices is enhanced by education, providing the necessary knowledge for consumers to use these technologies in an informed and effective way.

Suggested Citation

  • Luzia Arantes & Sandra Barbosa Costa & Jéssica Alves & Luís Vaz, 2026. "Impact of Artificial Intelligence on Sustainability and Conscious Consumption," Springer Books, in: Fernando Luís Almeida & José Carlos Morais & José Duarte Santos (ed.), Business Sustainability: Innovation in Entrepreneurship & Internationalisation, pages 275-291, Springer.
    • Handle: RePEc:spr:sprchp:978-3-031-99151-6_18
    DOI: 10.1007/978-3-031-99151-6_18
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