Promoting Sustainability Through AI Chatbots: The Role of Trust and Engagement in Shaping Consumer Behavior

Abstract AI chatbots have emerged as innovative promotional tools in the service sector, yet limited research has explored how their attributes influence consumer sustainable behavior (CSB) within the context of sustainable tourism. This study examines how perceived usefulness (PU), perceived personalization (PP), and perceived emotional intelligence (PE) of chatbots shape CSB in the hotel industry. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the study investigates the mediating roles of trust (TS) and engagement (EN), and the moderating effects of age and technology readiness (TR), in alignment with Saudi Arabia’s Vision 2030 sustainability goals. Data were collected through an online survey of 368 hotel customers in Saudi Arabia, and structural equation modeling (SEM) was used to test the proposed relationships. The findings indicate that PP and PE exert stronger impacts on CSB than PU. EN significantly mediates these effects, while TS does not. Moreover, age and TR act as significant moderators. This study contributes to promotional management literature by positioning AI chatbots as strategic marketing communication tools that foster customer engagement and advance sustainability goals, offering both theoretical and managerial implications for hospitality marketing.