Artificial Intelligence and Consumer’s Perception: A Research on Environmentally Conscious Consumer

The purpose of this study is to explore the limited exploration of the simultaneous influence of beneficial artificial intelligence, destructive artificial intelligence, and risky artificial intelligence on green purchase intention and green purchase behaviour using the Technology Acceptance Model (TAM) and Innovation Resistance Theory (IRT). Further, it also checks the impact of green purchase intention on green purchase behaviour. Data was collected using a well-structured questionnaire from 124 consumers through online mode and analyzed using Confirmatory Factor Analysis (CFA) for reliability and validity concerns and Structural Equation Modelling (SEM) for interaction among the variables. The study's results exhibit the positive impact of beneficial artificial intelligence on green purchase intention and green purchase behaviour. Also, it reveals that destructive artificial intelligence has a positive impact on green purchase intention but a negative impact on green purchase behaviour. In addition, green purchase intention is found to be the predictor of green purchase behaviour. The extant literature is found on the impact of artificial intelligence on purchase behaviour. However, no research has been done on consumer perception of artificial intelligence and its impact on green purchase intention and green purchase behaviour as per the author’s knowledge. This study contributes to the literature of artificial intelligence as well as green consumer behaviour.