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This study explores how AI recommendation systems influence the intention to adopt sustainable consumption behaviors in Vietnam.

AI Recommendation Systems as Eco-Conscious Promotional Agents: Underlying Motivations for Sustainable Consumption in E-Commerce

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This study explores how AI recommendation systems influence the intention to adopt sustainable consumption behaviors in Vietnam.
Conducted a structured survey with 403 e-commerce users in Vietnam.
Applied PLS-SEM to analyze the data and pathways between variables.
Integrated frameworks including the ISS model, HCI principles, UTAUT2, and CDT.
System quality is the strongest predictor of cognitive trust in AI systems.
Personalization significantly influences user attitude towards AI recommendations.
Attitude is the main driver of behavioral intention to adopt AI for sustainable consumption.

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Randomized trial investigates how AI affects sustainable consumption motivation in Vietnam, suggesting design improvements for ecological impact.

Nguyen et al. (2026) studied this question.

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Randomized trial investigates how AI affects sustainable consumption motivation in Vietnam, suggesting design improvements for ecological impact.