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Environmental Awareness and Sustainable AI Adoption: A Cross-Cultural Analysis of Students' Perceptions
[Sensibilisation à l'environnement et adoption durable de l'IA : une analyse interculturelle des perceptions des étudiants]

Author

Listed:
  • Jean-Éric Pelet

    (IAE - IAE AMIENS)

  • Basma Taieb

    (EMLV - École de management Léonard de Vinci)

  • Yihan Wang

    (Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School)

  • Ana Semedo

    (Ilexpansions, France)

  • Said Aboubaker Ettis

    (UJ - University of Jeddah [Arabie Saoudite])

  • Panagiota Papadopoulou

    (NKUA - National and Kapodistrian University of Athens)

  • Kayo Iizuka

    (Senshu University)

  • Jing Wang

    (Srinakharinwirot University)

  • Amber Chatelain

    (Midway University)

  • Álvaro Rocha

    (ISEG, Technical University of Lisbon)

  • Chin-Ching Yin

    (Tapei Tech - National Taipei University of Technology)

  • Fawzi Dekhil

    (UTM - Tunis El Manar University [University of Tunis El Manar] [Tunisia] = Université de Tunis El Manar [Tunisie] = جامعة تونس المنار (ar))

Abstract

This study investigates the relationship between environmental awareness, cultural dimensions, and the acceptance of sustainable AI practices among university students. Drawing on survey data from approximately 1,126 students across eleven countries, we examine how students perceive the environmental costs of Generative AI (GenAI) and how national culture moderates the link between environmental awareness and willingness to adopt usage quotas. Results from logistic regression analyses reveal that concrete environmental awareness and prior sustainable behaviors are strong predictors of quota acceptance. However, cultural dimensions—specifically power distance, individualism, and long-term orientation—significantly moderate this relationship, weakening the effect of awareness in hierarchical, individualistic, and long-termoriented cultures. The findings highlight that a one-size-fits-all approach to promoting sustainable AI is ineffective; instead, strategies must be culturally adapted to align with deeply held societal values.

Suggested Citation

  • Jean-Éric Pelet & Basma Taieb & Yihan Wang & Ana Semedo & Said Aboubaker Ettis & Panagiota Papadopoulou & Kayo Iizuka & Jing Wang & Amber Chatelain & Álvaro Rocha & Chin-Ching Yin & Fawzi Dekhil, 2025. "Environmental Awareness and Sustainable AI Adoption: A Cross-Cultural Analysis of Students' Perceptions [Sensibilisation à l'environnement et adoption durable de l'IA : une analyse interculturelle des perceptions des étudiants]," Post-Print hal-05630335, HAL.
    • Handle: RePEc:hal:journl:hal-05630335
    Note: View the original document on HAL open archive server: https://hal.science/hal-05630335v1
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