Artificial Intelligence, Environmental Awareness, and the Future of Sustainable Behaviour: A Sociological Study in Abu Dhabi

Purpose: To explore the moderating effect of digital awareness on the relationship between Artificial Intelligence (AI)-Driven personalisation and sustainable consumer behaviour. Design/methodology/approach: A quantitative methodology was adopted; a questionnaire was distributed to (463) consumers in the Middle East and North Africa region (MENA). SPSS was used to screen and process the primary data collected. Findings: Results indicated the acceptance of the study’s hypotheses, arguing that AI-driven personalisation can create sustainable consumer behaviour through the moderating role of level of the digital awareness. Original/value of the paper: This paper empirically validates the results of previous researchers by demonstrating that increasing digital awareness can dramatically enhance the positive effect of AI personalisation on sustainable consumer behaviour. Research Limitations: Results are limited to MENA consumers. Theoretical implications need longitudinal and multi-region validation. Practical Implications: To make consumer behaviour in MENA sustainable, brands ought to increase the levels of digital literacy among consumers and teach them the credibility of AI-based green recommendations. Keywords: Personalisation; Sustainable Consumer Behaviour; Digital Awareness; Personalisation Accuracy; Perceived Usefulness; Trust of AI Recommendations; Interactivity. Citation: Ivanova, G., Alhrahsheh, R. and Mohamad, M. (2026): Artificial Intelligence, Environmental Awareness, and the Future of Sustainable Behaviour: A Sociological Study in Abu Dhabi. World Journal of Science, Technology and Sustainable Development (WJSTSD), Vol. 21, Nos. 1/2/3, pp. 215-230. WASD: London, United Kingdom.