Abstract
The role of artificial intelligence in sustainability has been widely discussed however, limited attention has been given to how AI Sustainability Awareness contributes to responsible consumption behavior, particularly through the mechanisms of digital responsibility and ethical AI implications, and under the influence of green skepticism in an increasingly digitalized world. Guided by the British Academy of Management’s theme “Thriving Together: Impact, Innovation, and Inclusion in Business and Management,” this study examines how Artificial Intelligence (AI) can contribute to responsible and sustainable consumption when ethical and inclusive values are prioritized. It investigates how awareness of AI sustainability affects responsible consumption behavior by examining the serial mediating roles of digital responsibility and ethical AI implications, as well as the moderating role of green skepticism. Using a quantitative cross-sectional research design, data were collected from 459 consumers engaged in online purchasing in Shenzhen, China. The results indicate that AI sustainability awareness has a positive effect on responsible consumption behavior. Furthermore, digital responsibility and ethical AI implications jointly and sequentially explain how sustainability awareness translates into responsible consumption outcomes. However, green skepticism was found to weaken the relationship between ethical AI implications and responsible consumption behavior. The findings highlight the importance of AI sustainability awareness in encouraging environmentally responsible consumption in China. This influence operates by strengthening individuals’ sense of responsibility in digital environments and shaping their ethical perceptions of AI. At the same time, excessive skepticism toward green claims may reduce the effectiveness of these ethical influences. These insights are valuable for consumers seeking to act responsibly in digital markets and for organizations using AI-driven marketing strategies to promote sustainable consumption.