Generative AI and Environmental Sustainability: Behavioral Mediation and Carbon Footprint Challenges

ABSTRACT This study aims to elucidate the underlying psychological mechanisms by which generative artificial intelligence (GenAI) usage influences eco‐conscious behavior. Specifically, it investigates the mediating roles of environmental attitudes, perceived environmental impact, climate change anxiety (CCA), and environmental awareness, while examining the moderating effect of climate change intentions. Through this comprehensive framework, the research advances understanding of how cognitive, emotional, and motivational processes interact to shape sustainable behavior in digital contexts. This research utilized a quantitative methodology, surveying 474 participants, including Moroccan nationals and international visitors present in Morocco through online and offline methods. Partial least squares structural equation modeling (PLS‐SEM) was employed to rigorously test mediation and moderation relationships between GenAI usage intensity and eco‐conscious behavior across multiple psychological constructs. The findings reveal that GenAI usage intensity does not directly predict eco‐conscious behavior. Instead, environmental attitudes, perceived environmental impact, CCA, and environmental awareness fully mediate this relationship. Crucially, intentions to tackle climate change significantly amplify these indirect effects, emphasizing motivation as a key driver in converting AI engagement into sustainable behavioral change within the digital environmental context. The present paper highlights how companies can embed sustainability in GenAI by integrating real‐time carbon footprint feedback and motivational cues into AI systems, driving eco‐conscious user behavior. Coupled with strong governance and regulatory compliance, this approach mitigates AI's environmental impact while fostering responsible innovation. Aligning AI development with sustainability not only reduces emissions but also enhances competitive advantage and brand reputation, enabling firms to lead in sustainable digital transformation and support global climate goals.