Fuente: Sustainability - Revista científica (MDPI) Sustainability, Vol. 17, Pages 11292: Digital Nudges and Environmental Concern in Shaping Sustainable Consumer Behavior Aligned with SDGs 12 and 13
Sustainability doi: 10.3390/su172411292
Authors:
Nasser Ali M. Khalufi

This paper examines the effects of AI-based digital nudges on consumers’ sustainable purchase intentions and behaviors, using an integrated framework that combines the Technology Acceptance Model (TAM) and the Nudge Theory. Previous studies have demonstrated that digital nudges can stimulate eco-friendly behavior. However, the interaction between personalization, timing, message framing, cognitive variables like perceived usefulness, and psychological variables such as environmental concern has not been explained. The study employs quantitative research based on SEM-PLS, which explores the relationships between these constructs with a valid response of 810 samples. Personalization, timing of nudges, and framing enhance perceived utility and sustainable purchase intention. Perceived usefulness mediated the relationship between digital nudging and sustainable purchase intention, moderated by environmental concern as a psychological catalyst. These results support the validation of the combined TAM Nudge model, illustrating the role of technology and behavior in fostering sustainability. The implication of the study can support policymakers, marketers, and digital designers in creating ethical AI-based interventions to meet SDG 12 (Responsible Consumption and Production) and SDG 13 (Climate Action), transforming sustainability awareness into a quantifiable behavioral change.