AI and human designers: How consumers see the genuine care in product design as more sustainable

Abstract Across a series of studies, we find that despite AI’s potential for greater efficiency in sustainable product designs, AI-designed products are perceived by consumers as less sustainable than those designed by humans. We demonstrate that this effect is driven by a perceived lack of genuine care, defined as the emotional component believed to go into a product’s design. Since sustainability is symbolically linked to values such as love and care, the absence of human involvement undermines perceptions of sustainability. Our findings contribute to research on perceptions related to AI-designed products, sustainability marketing, and the moderating role of genuine care cues in product evaluation. We offer theoretical insights into the socially constructed perceptions related to sustainability and practical guidance for firms seeking to align AI-driven innovation with consumer expectations around sustainability.