RESEARCH ARTICLE
To Adopt or Not to Adopt: Configurations for GenAI Recommendation Adoption in Sustainable Consumer Behavior
Do Thi Thanh Phuong,
Andri Dayarana K. Silalahi,
Wei-Ru Chang,
Adi Prasetyo Tedjakusuma,
Ixora Javanisa Eunike,
Do Thi Thanh Phuong
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorCorresponding Author
Andri Dayarana K. Silalahi
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Correspondence:
Andri Dayarana K. Silalahi ([email protected])
Search for more papers by this authorWei-Ru Chang
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorAdi Prasetyo Tedjakusuma
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Department of Management, Faculty of Business and Economics, University of Surabaya, Surabaya, Indonesia
Search for more papers by this authorIxora Javanisa Eunike
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorDo Thi Thanh Phuong,
Andri Dayarana K. Silalahi,
Wei-Ru Chang,
Adi Prasetyo Tedjakusuma,
Ixora Javanisa Eunike,
Do Thi Thanh Phuong
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorCorresponding Author
Andri Dayarana K. Silalahi
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Correspondence:
Andri Dayarana K. Silalahi ([email protected])
Search for more papers by this authorWei-Ru Chang
Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorAdi Prasetyo Tedjakusuma
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Department of Management, Faculty of Business and Economics, University of Surabaya, Surabaya, Indonesia
Search for more papers by this authorIxora Javanisa Eunike
Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan
Search for more papers by this authorFirst published: 12 May 2025
Funding: The authors received no specific funding for this work.
ABSTRACT
Generative AI (GenAI) holds considerable promise for fostering sustainable consumer behavior, yet the mechanisms of trust-building and adoption remain underexplored. This study investigates how cognitive and motivational factors shape trust in GenAI-driven sustainability recommendations. Using fuzzy-set qualitative comparative analysis (fsQCA) on data from 577 participants in Indonesia, the findings show that high adoption arises from configurations of perceived information quality, relevance to sustainability, ease of implementation, and interaction quality. In contrast, low adoption is associated with a lack of trust and delicate perceptions of complexity and risk. The influence of perceived complexity varies across pathways, highlighting its contextual nature. Trust consistently stands out as a crucial condition for high adoption, underscoring its role in sustaining GenAI use. The study offers practical guidance for developers and policymakers, emphasizing the need to foster trust, streamline user interactions, and align GenAI solutions with broader sustainability goals. By addressing trust gaps and reducing complexity, GenAI can evolve into a transformative tool for advancing consumer-driven sustainable practices.
Conflicts of Interest
The authors declare no conflicts of interest.
Open Research
Data Availability Statement
Data will be made available on request to corresponding author's email [email protected].
Supporting Information
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| bsd270122-sup-0001-Supinfo.docxWord 2007 document , 18 KB |
Appendix S1. |
Please note: The publisher is not responsible for the content or functionality of any supporting information supplied by the authors. Any queries (other than missing content) should be directed to the corresponding author for the article.
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