Ethical use of ChatGPT in higher education: insights from business students on responsible AI adoption

This study examines the ethical use and potential misuse of ChatGPT among business students who have been trained in ethics and decision-making. Extending the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2), the study incorporates perceived ethical norms and ethical AI usage behavior. A mixed-methods design was employed, combining a survey of 400 purposively sampled business students with key informant interviews with business faculty members. Partial Least Squares Structural Equation Modeling (PLS-SEM) results indicate that facilitating conditions, performance expectancy, and social influence have a significant influence on students’ intentions to use ChatGPT. In contrast, effort expectancy and perceived ethical norms show non-significant effects, revealing a disconnect between ethical awareness and actual usage behavior. Qualitative findings further highlight concerns related to plagiarism, data privacy, and overreliance on AI. Overall, the study highlights the importance of establishing clear institutional policies, ethical guidelines, and digital literacy initiatives to promote responsible AI use and maintain academic integrity in higher education.