Knowledge versus Fear: AI Literacy and Emotional Responses among Greek Consumers Part οf the DBA research: The Impact οf Artificial Intelligence οn the Cοnsumer Behaviοr οf Greeks: Understanding the Awareness οf AI Benefits in Their

This article examines the relationship between AI literacy-defined as one's knowledge and understanding of artificial intelligence and emotional reactions such as fear, anxiety, and avoidance. Using survey and interview data from Greek consumers, we explore how lack of knowledge or familiarity with AI can amplify feelings of anxiety, whileater tech-savviness can alleviate unwarranted fears but also lead to more nuanced concerns. The quantitative results show a significant inverse correlation between AI knowledge and anxiety levels: participants who rated themselves as less tech-savvy or who had lower education tended to exhibit higher fear and wariness towards AI. For instance, older and less-educated groups in our sample reported the highest "AI anxiety" scores, often expressing fear of misusing the technology or being harmed by it. Conversely, those with more technology experience or education were generally less afraid of AI, viewing it as a manageable toolthough they