Green sparks: do AI robot or human employees better ignite customer pro-environmental behavioral intention?

Purpose In light of the increasing adoption of AI in service industries and the growing societal emphasis on sustainability, this study examines the differential effects of green creative behaviors performed by human employees compared to AI robot employees on customer pro-environmental behavioral intentions. Design/methodology/approach Three scenario-based, between-subjects experimental studies, conducted via Credamo, tested the hypotheses. Study 1 (n = 181) examined the effect of employee green creative behavior (EGCB), categorized by actor type, on customer pro-environmental behavior intentions. Study 2 (n = 167) investigated the mediating role of moral identity centrality. Study 3 (n = 195) assessed the differential impacts of highly anthropomorphic AI robot employees versus their less anthropomorphic counterparts on customer pro-environmental behavioral intentions, mediated by moral identity centrality. Findings Green creative behaviors performed by human employees trigger higher customer pro-environmental behavioral intention compared to those exhibited by AI robot employees. This effect is mediated by customer moral identity centrality. Furthermore, green creative behaviors performed by highly anthropomorphic AI robot employees elicit greater moral identity centrality in customers, resulting in an even stronger enhancement of their pro-environmental behavioral intention than behaviors displayed by less anthropomorphic robots. Originality/value This research deepens our insight into the impact of EGCB from the customer perspective. It also enriches the research on the antecedents of customer pro-environmental behavioral intention.