Do environmental values drive artificial intelligence products green purchasing behavior? A value-attitude-behavior approach

With the widespread adoption of artificial intelligence (AI) products in daily life, consumers' concerns about green purchasing include both the environmental attributes of the products themselves and technology-driven green advancements. This study defines AI products green purchasing behavior (AGPB) as the environmentally sustainable purchasing decision made by consumers when shopping for AI products, based on a comprehensive assessment of the product's environmental features and technical aspects. It employs the value-attitude-behavior (VAB) model to explore how environmental values (egoistic, altruistic, and biospheric) influence AGPB and investigates the mediating role of green consumption attitudes while considering price sensitivity as a moderating factor. This research analyzed data from 461 questionnaires and performed linear analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that all three environmental values positively influence AGPB, mediated by green consumption attitudes. Price sensitivity negatively moderates the impact of altruistic and biospheric values, as well as the attitude-behavior connection. Additionally, to explore the combined effects of values, this study utilizes Fuzzy-set Qualitative Comparative Analysis (fsQCA) for configurational analysis. Two key configurations for AGPB are identified through fsQCA. These findings offer valuable theoretical insights and practical guidance for AI companies to accurately position consumer values, optimize pricing strategies for green products, and build a "values-attitude-behavior" transformational marketing system.