An empirical study on the impact of artificial intelligence on sustainable consumption in China based on the SOR framework

Artificial intelligence (AI) technologies are increasingly reshaping everyday life, including patterns of sustainable consumption. Drawing on the stimulus–organism–response (SOR) framework, this study employs survey data and structural equation modeling to empirically examine 1,523 public samples from China. The results indicate that: (1) AI technology adoption has a positive effect on sustainable consumption; (2) perceived economic value, perceived emotional value, and perceived social value play significant mediating roles in the relationship between AI technology adoption and sustainable consumption; and (3) AI technology maturity positively moderates the relationship among AI technology adoption, perceived social value, and sustainable consumption. This study elucidates the underlying mechanisms through which AI technology adoption influences sustainable consumption and provides practical insights for promoting sustainable development.