Key Drivers of AI Utilization for Environmental Sustainability among Indonesia’s Educated Gen Z

Santi Rimadias

doi:10.55927/ajabm.v4i1.40

Authors

Santi Rimadias STIE Indonesia Banking School

DOI:

https://doi.org/10.55927/ajabm.v4i1.40

Keywords:

Artificial Intelligence, Educated Gen Z, Green Behavior, Environmental Sustainability

Abstract

Artificial Intelligence (AI) plays an important role in shaping environmentally friendly behavior such as saving physical resources, reducing costs, and improving waste management. However, an understanding of the factors that influence The use of AI products in Educated Generation Z and their impact on environmental sustainability is still limited, especially in developing countries. To overcome this gap, this research seeks to determine and analyze the determining factors that influence the utilization of AI by Educated Gen Z and its implications for environmental sustainability in Indonesia. This research adopts a modified UTAUT Model. This research uses a PLS-SEM approach with data collected from 180 Educated Gen Z respondents, who are currently pursuing undergraduate education and have used AI. Data was collected during the period March – May 2024. These findings reveal that factors such as effort expectancy, response cost, response efficacy, and self-efficacy significantly encourage environmental sustainability among Educated Gen Z in Indonesia. This research also confirms that green behavior among Educated Gen Z in Indonesia is able to increase environmental sustainability. These findings contribute to the literature on AI and green behavior and offer valuable insights for practitioners, policymakers, and AI product developers.

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