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Conceptualisation, Measurement, and Validation of Consumers’ Perceived Sustainability Concerns

Lookup NU author(s): Dr Davit MarikyanORCiD

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Abstract

While autonomous artificial intelligence (AI) systems or autonomous technologies (ATs) have been suggested to promote sustainable development, insufficient research has been done to investigate the sustainability of the technologies themselves. Concerns are rising about the technologies’ negative impact on sustainability, such as energy consumption, deskilling, and job replacement. Based on the theoretical foundation of the three pillars of sustainability, this research conceptualises a multi-dimensional construct named perceived sustainability concerns (PSC) to capture consumers’ perceptions of the unsustainable consequences of AT usage. The construct consists of environmental concerns, social concerns, and economic concerns. This research also develops a measurement scale for the PSC construct and validates it in a nomological network. We find that consumers’ PSC generates considerable negative influence on AT acceptance and fully mediates the effect of personal norms on acceptance. Theoretical contributions and practical implications are also discussed.

Publication metadata

Author(s): Chen X, Slade E, Wang X, Marikyan D

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: 86th Annual Meeting of the Academy of Management (AOM 2026)

Year of Conference: 2026

Online publication date: 04/08/2026

Acceptance date: 27/03/2026

Publisher: Academy of Management

URL: https://www.aom.org/event/aom-2026-annual-meeting/

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