• Икона за смяна на езика на български
  • Icon to change language to english

THE EFFECTS OF AI-WASHING ON CONSUMER’S TRUST, ETHICS AND PURCHASE INTENTION

Автори

Ключови думи
AI washing, consumer trust, perceived brand ethicality, behavioral intentions, technological literacy

Резюме
As artificial intelligence becomes a dominant signifier of innovation in marketing, the practice of AI washing as the strategic exaggeration or fabrication of AI capabilities in marketing communications has emerged as a critical ethical concern. This article reports study results examining AI washing perception and its consequences for consumer trust, perceived brand ethicality, purchase intention, and word-of-mouth (WOM) intention. Partial Least Squares Structural Equation Modeling (PLS-SEM) is employed with a survey sample of 854 consumers to establish predictive relationships. Drawing on the Trust-Action Model, Ethical Decision-Making Theory, and Consumer Information Processing Theory, the findings shows that AI washing severely and significantly damages all four consumer outcomes. Crucially, a serial mediation pathway Perceived Brand Ethicality-Brand-Trust-Behavioral Intentions was supported in the study, confirming that deception functions primarily as a moral failure before translating into eroded trust and suppressed behavior. Moderation analyses revealed a competence-based susceptibility gradient: technological literacy and prior AI experience amplified these negative effects, whereas age did not. Convergent cross-study effect sizes confirm robust findings with important implications for marketing practice, consumer protection, and AI governance.

JEL Класификатор: M 31, M37, Q55, D18
Кодове на научна квалификация:
Страници: 25

За да прочетете пълният текст на статията кликнете върху съответния бутон.

Още статии от този брой

  • DIGITAL CAPACITY, RULE OF LAW, AND REGULATORY QUALITY AS DETERMINANTS OF GOVERNMENT EFFECTIVENESS: A POOLED OLS INTERACTION MODEL FOR EU MEMBER STATES

    : Government effectiveness, as a measurable institutional outcome, has been extensively studied, assessed and discussed in the academic literature. Building on the theories of moderation and institutional complementarity, this study argues that digital capacity, the rule of law, and regulatory quality are significant determinants of government ...

  • IS SUSTAINABLE TOURISM VALID FOR THE BALKAN COUNTRIES? EVIDENCE FROM THE ENVIRONMENTAL KUZNETS CURVE HYPOTHESIS

    The transition toward sustainable tourism has become increasingly important for the Balkan countries, where tourism represents a significant source of economic activity but also generates growing environmental pressures. This study examines the environmental implications of tourism development in eleven Balkan countries over the period 1995–2024 ...

  • LIQUIDITY ANALYSIS OF NON-MANUFACTURING ENTERPRISES

    Economic analysis is a basic tool of business management, financial analysis being one of its structural parts. When assessing the financial condition of business organizations, liquidity analysis indicators are important. They are also widely used in discriminating financially stable enterprises from business organizations at an increased risk of ...