Chapter 14: AI's Eco Edge: Smart Solutions for Sustainable Shifts!

This study explores how artificial intelligence (AI) services influence individual pro-environmental behavior, addressing a gap in the current literature. It examines the role of AI services in enhancing environmental awareness and social responsibility and considers technology literacy as a moderating factor. Utilizing social cognitive theory (SCT) and the theory of planned behavior (TPB), the study investigates AI services as an independent variable impacting pro-environmental behavior through mediators like environmental awareness and social responsibility. Technology literacy is evaluated as a boundary condition affecting the effectiveness of AI tools. The study reveals that AI can enhance pro-environmental actions by improving environmental awareness and social responsibility, with technology literacy influencing the efficacy of these tools. The study offers insights for designing AI services that more effectively promote sustainability, contributing to the development of strategies that can drive widespread pro-environmental behaviors. By linking AI services to behavioral theories and considering user capabilities, this research advances theoretical knowledge and practical applications for fostering a sustainable future.