Attitudes and digital choices of society towards the green AI trend

Purpose: This study investigates whether AI users are aware of its environmental impact and whether they are willing to change their behaviour or pay for more sustainable solutions. Methodology/Approach: A mixed-methods survey (N = 224) was conducted using a non-probability, snowball sampling technique. A composite Environmental Awareness Index (EAI) was constructed, combining cognitive, evaluative, and behavioural items. Findings: Over two-thirds of respondents expressed willingness to support greener AI financially. Higher awareness was significantly associated with willingness to pay. Open-ended responses revealed strategies for reducing AI’s footprint, including technical, behavioural, and regulatory solutions. Research limitations/implications: The study relied on self-reported data and non-random sampling, limiting generalizability. Practical implications: The findings support the need for transparency in AI's environmental cost and promotion of sustainable design. Social implications: Educating users about AI’s ecological impact can foster more responsible digital behaviours. Originality/value: This is one of the first studies to explore public attitudes toward “green AI” and link awareness to behavioural intent.