Do Voice Assistants Foster Sustainable Consumption Behavior? An Integrated Norm Activation Model and Theory of Planned Behavior Approach

Drawing on an integrated norm activation model and theory of planned behavior framework, the present study examines how personal ecological norms, attitude and intention to use voice assistants promote sustainable consumption behavior. Data were collected from 563 voice assistant users using purposive sampling and analyzed through PLS-SEM. The findings reveal that awareness of consequences strengthens individuals’ ascription of responsibility, while both awareness of consequences and ascription of responsibility contribute to the development of personal ecological norms and positive attitudes toward voice assistants. These norms and attitudes subsequently strengthen users’ intention to adopt voice assistants and encourage sustainable consumption practices. Furthermore, environmental concern plays a moderating role in the intention–behavior relationship, suggesting that individuals with stronger environmental concern are more likely to utilize voice assistants when making sustainable consumption decisions. This study contributes to the literature by extending the integrated NAM and TPB framework to an AI-enabled consumption context and by conceptualizing voice assistants as digital nudging mechanisms that facilitate sustainable consumption behavior. The findings offer important practical implications for leveraging voice-enabled technologies to promote environmentally responsible consumer decisions.