From Awareness to Action: What Drives Sustainable ChatGPT Use?
(A2026-133122)

AUTHORS

Cristina Farjas, Universidad de Zaragoza; Carolina Herrando, University of Zaragoza; Iguácel Melero Polo, University of Zaragoza

ABSTRACT

The widespread adoption of generative artificial intelligence (GenAI) has reshaped everyday digital habits while intensifying the environmental demands associated with it. Despite growing public concern for sustainability, it remains unclear whether this environmental awareness extends to the use of GenAI tools. This study investigates the drivers of sustainable ChatGPT use by introducing the Norm Activation Model into a digital context. We examine whether being aware of the damaging consequences of ChatGPT use enhances individuals’ sense of personal responsibility, subsequently reinforcing personal norms to behave sustainably. The model further incorporates anticipated pride and guilt as self-conscious emotional mechanisms that may encourage ecologically responsible decision-making when engaging with ChatGPT. Our findings will offer practical implications for AI developers, educators, policymakers, and users seeking to promote more sustainable and responsible GenAI consumption.