Work

An empirical study of the impact of artificial intelligence disclosure in sustainability communication on consumer behavior: an investigation of brand attitude

Year: 2026

Type: dissertation

Abstract: This study examines how disclosing sustainability information as generated by Artificial Intelligence shapes consumer behavior across brand attitude, consumer engagement, and willingness to pay. In a between-subjects experiment, participants viewed identical sustainability information disclosed as generated by Artificial Intelligence, by a human, or without a source. Across two products, Artificial Intelligence disclosure reduced perceived authenticity, which mediated its negative effect on brand attitude. Artificial Intelligence disclosure also increased skepticism and engagement, although skepticism did not mediate this relationship. Human disclosure enhanced perceived brand transparency, which fully mediated higher willingness to pay. Overall, source disclosure strongly shaped consumers’ responses.

Source: Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)

Author: Nagpa, Riya

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Responsible consumption and production

Open Access status: green

Funder: Fundação para a Ciência e a Tecnologia

Awards: G1516346500, G3257768443, G3821169523, Nova School of Business and Economics, Nova School of Business and Economics, G946021960

OpenAlex ID: W7198399739

Cites: 32

Cited by:

Related to: 10