The potential of generative AI-powered chatbot services in promoting sustainable food purchase intention in Vietnam: Environmental concern as moderator

Abstract

Artificial Intelligence (AI) is one of the breakthrough advanced technologies that can solve problems by simulating human intelligence, so it can recognize images, voices, or make unbiased predictions through database systems. Combined with a chatbot service, it will be an innovative and promising direction in the trend of sustainable development and toward sustainable food-purchasing of consumers, particularly in developing countries such as Vietnam. This study highlights the significance of AI-powered chatbot services in fostering emotional attachment, perceived enjoyment, customer trust, and sustainable purchase intention drawing upon trust theory and service quality model. The quantitative investigation employed a digital survey with a sample size of 433, and SmartPLS 4.0 software using the PLS-SEM model was applied to evaluate the data. The findings indicate that AI chatbot-related factors, such as service quality, security systems, and user interface quality significantly impact perceived enjoyment and emotional attachment with AI-powered services. In addition, perceived enjoyment and emotional attachment with AI-powered services impact customer trust, which in turn, sustainable purchase intention. This study is also the first discovery about the moderating role of environmental concern in the nexus between customer trust and sustainable purchase intention. Based on current literature, our research aims to broaden the practical contributions of AI chatbots on sustainable factors, thereby providing valuable insights for businesses and developers in the field