Artificial Intelligence-Enabled Environmental Sustainability of Products: Marketing Benefits and Their Variation by Consumer, Location, and Product Types
Artificial Intelligence-Enabled Environmental Sustainability of Products: Marketing Benefits and Their Variation by Consumer, Location, and Product Types
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人工智能支持的产品环境可持续性：营销效益及其因消费者、地点和产品类型而异
DOI：
10.1016/j.jclepro.2020.125242
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发表时间：
2021
影响因子：
11.1
通讯作者：
B. Frank
中科院分区：
文献类型：
--
作者：
Satoshi Taguchi;Kazunari Miwa;and Tatsushi Yamamoto;石井 晋;石川知子;B. Frank
企业正在开发人工智能增强型产品（例如，机器人），其可以通过与其周围环境的自主交互来解决环境问题（例如，清除废物/污染物，跟踪入侵物种）和自主学习，从而改善环境性能特征。产品的这种自主环境效益不同于传统的、静态的环境效益，后者来自购买前的过程和设计决定。然而，文献仍然缺乏如何利用这种自主环境效益来吸引新客户的知识。因此，借鉴信号理论，本研究探讨了这些环境效益对消费者的购买意愿及其在不同类型的消费者，地点和产品的变化的影响。基于1635个消费者对AI增强产品的评价的分层线性模型，本研究发现，静态和自主感知的环境效益都会正向影响购买意愿。自主环境效益对妇女的影响大于对男子的影响，对针对成人而非儿童的产品的影响也大于对男性的影响。静态环境效益的影响对男性比女性更强，对针对儿童而不是成人的产品，对认知需求较高的消费者，以及在感知环境福祉较高的地方。
Firms are developing AI-enhanced products (e.g., robots) that can tackle environmental problems through autonomous interactions with their surroundings (e.g., removing waste/pollutants, tracking invasive species) and autonomous learning, which results in improved environmental performance characteristics. Such autonomous environmental benefits of products differ from conventional, static environmental benefits, which derive from pre-purchase processes and design decisions. However, the literature still lacks knowledge of how to use such autonomous environmental benefits to attract new customers. Therefore, drawing on signaling theory, this study examines the effect of these environmental benefits on a consumer’s purchase intent and its variation across types of consumers, locations, and products. Based on hierarchical linear modeling of 1635 consumer evaluations of AI-enhanced products, this study finds that both static and autonomous perceived environmental benefits influence purchase intent positively. The effect of autonomous environmental benefits is stronger for women than for men and for products targeted at adults rather than children. The effect of static environmental benefits is stronger for men than women, for products targeted at children rather than adults, for consumers with a higher need for cognition, and in locations with a higher perceived environmental well-being.