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An empirical study of the impact of artificial intelligence disclosure in sustainability communication on consumer behavior: an investigation of brand attitude
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This study examines how disclosing sustainability information as generated by Artificial Intelligence shapes consumer behavior across brand attitude, consumer engagement, and willingness to pay. In a between-subjects experiment, participants viewed identical sustainability information disclosed as generated by Artificial Intelligence, by a human, or without a source. Across two products, Artificial Intelligence disclosure reduced perceived authenticity, which mediated its negative effect on brand attitude. Artificial Intelligence disclosure also increased skepticism and engagement, although skepticism did not mediate this relationship. Human disclosure enhanced perceived brand transparency, which fully mediated higher willingness to pay. Overall, source disclosure strongly shaped consumers’ responses.
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Generative AI Sustainability communication Consumer behavior Source credibility Brand attitude Consumer engagement Willingness to pay Skepticism Brand transparency Brand authenticity