Eco-friendly Smart Home Devices: The Role of Artificial Intelligence Functioning and Environmental Effectiveness on Purchasing Intention.
(A2025-125917)

AUTHORS

Veronica Gabrielli, University of Modena and Reggio Emilia; ILARIA BAGHI, University of Modena and Reggio Emilia

ABSTRACT

This study examines the role of artificial intelligence (AI) in promoting environmental sustainability through AI-powered smart home devices. In two experimental studies, a moderated mediation model is tested, focusing on two key characteristics of smart home devices: AI functioning (responsive vs. intelligent) and environmental effectiveness (high vs. low). The results show that AI functioning indirectly affects purchase intentions through three mediators: positive emotions (amazement and delight), perceived self-efficacy, and the desire to own the product. Moreover, the study reveals that environmental effectiveness moderates the relationship between AI functioning and positive emotions. Specifically, when environmental effectiveness is high, responsive AI generates stronger positive emotions compared to intelligent AI. This suggests that consumers prefer smart products with responsive AI, particularly when the product’s environmental effectiveness is high. This preference reflects consumers' desire to maintain control over pro-social behaviors, opting for a moderate degree of technological advancement.