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Understanding Gen Z's Adoption of AI Technologies in Green Product Purchases: An Extension of the Technology Acceptance Model
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Author(s): Arafat Naser Jasim Alyousuf (University of Basra, Iraq), Afrah Oudah Sabeeh (Basrah Engineering Technical College, Southern Technical University, Basrah, Iraq), Najat Dakhil Oufi Alnaemat (University of Basra, Iraq), Kamel Mouloudj (University of Medea, Algeria)and Saaduldeen Ail Hussein (Al-Kunooze University College, Basra, Iraq)
Copyright: 2026
Pages: 24
Source title:
Insights on Consumer Psychology in the Digital Landscape
Source Author(s)/Editor(s): Kamel Mouloudj (University of Medea, Algeria)and Ahmed Chemseddine Bouarar (University of Medea, Algeria)
DOI: 10.4018/979-8-3373-2424-1.ch013
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Abstract
This study explores the factors that influence Gen Z consumers' intention to adopt artificial intelligence (AI) technologies for purchasing green products by extending the Technology Acceptance Model (TAM) to include social influence. Data were collected through a self-administered questionnaire from 158 Gen Z respondents. The results demonstrate that perceived usefulness, perceived ease of use, social influence, and attitude toward AI all have significant effects on the intention to use AI when shopping for green products. Moreover, these findings confirm the applicability of TAM within the context of sustainable digital consumption and emphasize the critical role of social and affective factors in shaping AI adoption among environmentally conscious, digitally native consumers. In addition, the study offers practical recommendations for marketers and developers to foster AI adoption by focusing on usability, functionality, and socially driven engagement strategies. Finally, limitations are discussed to encourage further investigations into sustainable AI-driven consumer behavior.
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