Can AI Help Me Make Green Choices? Understanding the Role of AI Recommenders in Promoting Sustainable Consumption

The time and location of Ksenia’s proposal defense is 10 – 11:30 a.m., on Zoom.

Many thanks to Ksenia’s dissertation committee:

• Committee Chair – Chen Wang – Associate Professor – Drexel University
• Committee Member: Jillian Hmurovic – Assistant Professor – Drexel University
• Committee Member: Yanliu Huang – Associate Professor – Drexel University
• Committee Member: Daniel Korschun – Associate Professor- Drexel University
• Committee Member: Seung Hwan (Mark) Lee – Professor – Toronto Metropolitan University

Abstract: In this research, I aim to explore whether, how, and why AI-based recommenders affect consumers’ preference for sustainable products. I posit that AI (vs. human) recommenders would increase preference for sustainable products. I propose that this effect is mediated by a shift in temporal focus toward the future, prompting consumers to think about future generations and long-term benefits, thereby leading to more sustainable consumption.

In four studies, I provide evidence for my predictions. Study 1 establishes the main effect that utilizing AI (vs. human) recommenders increases preference for sustainable products. Study 2 demonstrates that interaction with AI (vs. human) recommenders shift consumers’ temporal focus toward the future, activating a future-oriented mindset. Study 3 shows the mediating role of a future-oriented mindset on the effect of AI-based recommendations on product preference. Study 4 identifies an important moderator of the effect, namely the device type. Specifically, I show that the effect holds when consumers use a PC but will attenuate when they use a smartphone.

This research represents one of the initial explorations into the realm of AI-based recommendations in sustainability and has implications for both theory and practical applications.