Journal of Natural Environment

Investigating the effect of artificial intelligence on greenwashing with the mediating role of contextual factors and moderating attitude towards green products (Case study: consumers of green products in Tabriz city)

Document Type : Research Paper

Authors

Faculty of Economics and Management, Urmia University, Urmia, Iran.

10.22059/jne.2025.389492.2761

Abstract

In this digital era, artificial intelligence technology is developing rapidly. Artificial intelligence can improve production efficiency and the overall quality of life by assisting human resources, and potentially lead to the transformation of various occupations, increased industrialization, and the upgrading of energy structure. In this regard, in the present study, the effect of artificial intelligence on greenwashing was investigated with the mediating role of background factors and the moderating role of attitude towards green products. This research is applied in terms of its purpose and is descriptive-survey in terms of its nature and data collection method. The statistical population of this research includes all consumers of green products in Tabriz city. According to the Morgan table, 384 people were selected by stratified random sampling method, but for reliability and the possibility of non-return of the questionnaire, 395 questionnaires were distributed among consumers of green products in Tabriz city. The measurement tool of the present study is a standard questionnaire based on the Likert scale. To ensure the reliability of the research variables, Cronbach's alpha coefficient was used, and convergent and divergent validity was used by the software to measure validity. In the present study, data analysis was also performed using Smart PLS and SPSS software. The analysis of the first and second hypotheses showed that artificial intelligence has a significant effect on greenwashing and background factors. The analysis of the third hypothesis showed that contextual factors have a significant effect on greenwashing. The analysis of the fourth and fifth hypotheses also showed that contextual factors and attitudes towards green products have a mediating and moderating role in the effect of using artificial intelligence on greenwashing.

Keywords

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Journal of Natural Environment
Volume 78, Issue 1
June 2025
Pages 1-14