Is AI adoption a pro-environmental choice? Integrating value-belief-norm theory and theory of planned behavior

Purpose Artificial intelligence (AI) could be essential to helping organizations improve efficiency and enable quick, accurate decision-making. This study investigates the adoption behavior of AI technology from an ecological perspective. Using the value-belief-norm (VBN) and the theory of planned behavior (TPB), a conceptual model was developed to address the research gap. Design/methodology/approach A survey of 343 respondents in Malaysia was conducted. Partial least squares structural equation modeling was used to identify the critical drivers of AI adoption behavior. Findings Egoistic values do not enhance the new ecological paradigm for AI, while altruistic and biospheric values do. This paradigm strengthens awareness of AI's consequences, shaping responsibility, personal norms, subjective norms, attitudes and perceived behavioral control. These factors, in turn, positively influence AI adoption behavior. Originality/value This study offers theoretical and practical insights into how a new ecological paradigm could affect individuals' adoption behavior of new technologies such as AI. The findings also provide practical guidance for managers and policymakers to promote the adoption of environmentally responsible AI by strengthening environmental values, awareness and pro-environmental attitudes.