EXPLORING THE ROLE OF CHATBOT INTERACTION AND TRUST IN AI TECHNOLOGY IN INFLUENCING ECO-FRIENDLY BEHAVIOUR AMONG CONSUMERS
DOI:
https://doi.org/10.62737/53n27d76Keywords:
Trust I AI, Chatbot Technology, Sustainability, Eco- friendly Behaviour, Digital Environment, Moderation Analysis, Haye’s PROCESSAbstract
This research investigates how interactions with chatbots influence environmentally responsible behaviour, with a particular focus on the moderating effect of trust in AI and chatbot technologies. As chatbots increasingly play a role in promoting sustainability and influencing consumer choices, it becomes important to assess their effectiveness in driving eco-conscious actions. The proposed framework suggests that chatbot engagement has a positive impact on eco-friendly behaviour; however, this effect is significantly shaped by the level of trust users have in such technologies. Trust acts as a pivotal moderator, either strengthening or weakening the influence of chatbot interactions on user behaviour. This study contributes to the expanding domain of digital environmental communication by shedding light on the psychological and technological elements that impact sustainable behaviour in the digital era. The research follows a descriptive approach, utilizing a structured questionnaire and convenience sampling to collect data from participants across Kerala.
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