ChatGPT-powered chatbot as a green evangelist: an innovative path toward sustainable consumerism in E-commerce

ABSTRACT

The purpose of the current article is to propose the construction of ChatGPT as a green evangelist (CGGE) and to develop and validate the CGGE scale using two independent studies. Study 1 mainly adopted exploratory factor analysis to test whether the twenty items of the CGGE construct and the eight items of consumer equilibrium can represent these constructs statistically via exploratory factor analysis. Furthermore, through Study 2, this study primarily tested the convergent and discriminant validity of CGGE and consumer equilibrium. Finally, further analysis explains the relationship between CGGE and consumer equilibrium through green purchase intentions at different levels of brand credibility, including high and low levels, using structural equational modeling. Study 1 showed that the initial twenty items of CGGE are appropriately loaded on four factors and the eight items of consumer equilibrium are appropriately loaded on single factors. Study 2 demonstrated that CGGE could significantly predict consumer equilibrium through green purchase intentions at different brand credibility levels. This article contributes to the advancement of the unified theory of acceptance and use of technology (UTAUT) and research and provides a valuable tool for future empirical research on ChatGPT.

摘要：

本文将ChatGPT作为绿色使者(CGGE)并开发和验证CGGE量表。首先采用探索性因子分析，对CGGE构建和消费者均衡的项目进行检验。进而检验CGGE和消费者均衡的收敛效度与判别效度。使用结构方程模型，通过不同品牌可信度水平下的绿色购买意愿来解释CGGE与消费者均衡之间的关系。研究表明，在不同品牌可信度水平下，CGGE能够通过绿色购买意愿显著预测消费者均衡。研究丰富了整合型科技接受模型(UTAUT)的应用场景，并为未来ChatGPT的实证研究提供了有价值的工具。

KEYWORDS:

• CGGE
• consumer equilibrium
• green purchase intentions
• brand credibility

关键词:

• CGGE；消费者均衡；绿色购买意愿；品牌信誉

Acknowledgments

The authors acknowledge the support provided by the National Social Science Foundation of China (No. 21BGL047) for this study.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Availability of data and materials

The data could be available upon reasonable request, but only upon the approval of all stakeholders.

Declaration of generative AI and AI-assisted technologies in the writing process

During the preparation of this work, the author used ChatGPT to improve the readability of the paper. After using this tool, the authors reviewed and edited the content as needed and take full responsibility for the content of the publication.

Additional information

Funding

This work was supported by National Planning Office of Philosophy and Social Sciences of China: [Grant Number (No. 21BGL047)].