Sustainable consumption has become a global priority, yet the factors that encourage people to adopt environmentally friendly purchasing behavior differ across cultures and technologies. This study explores how environmental knowledge, environmental attitude, and the perception of AI-driven personalization influence green purchasing intention and actual purchasing behavior among young consumers in Java, Indonesia. A survey of 517 university students was conducted, and the relationships among these factors were analyzed using structural equation modeling. The findings reveal that environmental knowledge strongly shapes environmental attitudes, which in turn enhance the intention and behavior to purchase green products. Perception of AI-driven personalization also strengthens green purchasing intention, although its direct effect on behavior is limited. These results suggest that digital platforms and marketers can promote sustainable consumption by combining environmental education with transparent and value-based AI personalization. The study contributes to understanding how psychological readiness and technological engagement together encourage greener consumption among youth in emerging economies.

This study investigates the influence of environmental knowledge, environmental attitude, and AI-powered personalization on green purchasing behavior among young consumers in Java, Indonesia. Additionally, it examines the mediating role of green purchasing intention in these relationships. As digital technologies increasingly shape consumer decision-making, AI personalization tools have become influential in promoting sustainable consumption. Data were collected through an online survey targeting 500 young respondents across Java Island. The analysis was conducted using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) approach. The results may show that environmental knowledge and environmental attitude have a significant positive effect on green purchasing intention and behavior. Moreover, AI-powered personalization also may positively influences green purchasing intention, highlighting the role of digital personalization in encouraging environmentally conscious choices. Importantly, green purchasing intention may mediates the relationship between the independent variables and green purchasing behaviour, confirming the intention-behaviour link in sustainability contexts. These findings may suggest that enhancing environmental awareness and integrating AI-powered tools can effectively foster pro-environmental consumer behavior among the younger generation. The study will provides practical insights for business and policymakers aiming to promote green consumption through a combination of environmental education and AI-driven marketing strategies.

The rapid diffusion of artificial intelligence (AI) in Indonesia has outpaced the development of robust ethical governance mechanisms. Although Indonesia has issued ethical guidelines for AI, these remain largely declarative and lack operational enforcement. In contrast, Australia’s AI Ethics Principles provide a more structured and implementable framework. However, the interactions among these ethical principles and their relative importance within the Indonesian policy context remain insufficiently understood. This study examines the causal relationships among AI ethical principles adapted from Australia’s framework to identify key governance drivers for strengthening ethical AI implementation in Indonesia. A quantitative perception-based study was conducted using survey data from 109 Indonesian AI stakeholders, including developers, practitioners, and users. The Fuzzy DEMATEL method was employed to analyze causal relationships among eight AI ethical principles. The results indicate that Accountability, Transparency and Explainability, Contestability, and Privacy Protection and Security act as causal drivers within the ethical governance system, while Fairness, Human-Centered Values, Reliability and Safety, and Human, Societal, and Environmental Wellbeing function as outcome-oriented principles. These findings suggest that ethical outcomes depend primarily on strong upstream governance mechanisms. The study provides empirical guidance for localizing international AI ethics frameworks and advancing actionable AI governance in Indonesia.

Sustainable consumption is a global imperative, yet its behavioral drivers vary across cultural and technological contexts. This study examines how environmental knowledge (EK), environmental attitude (EAT), and perception of AI-driven personal-ization (PAI) shape green purchasing intention (GPI) and green purchasing behavior (GPB) among youth in Java, Indonesia. A cross-sectional survey of n = 517 university students (17–25 years) was analyzed using PLS-SEM (SmartPLS 4.0). The extended TPB model showed adequate measurement quality (e.g., SRMR = 0.074; HTMT < 0.90) and explanatory power (R²: EAT = 0.436; GPI = 0.373; GPB = 0.553; PAI = 0.077). Key structural paths were significant: EK → EAT (β = 0.661, p < 0.001); EAT → GPI (β = 0.445, p < 0.001); EAT → GPB (β = 0.366, p < 0.001); GPI → GPB (β = 0.444, p < 0.001); PAI → GPI (β = 0.136, p = 0.001), while PAI → GPB was not. Mediation tests (5,000 bootstraps) confirmed ro-bust indirect effects via EAT and GPI (e.g., EK → EAT → GPB; EAT → GPI → GPB; EK → EAT → GPI → GPB). Predictive assessment indicated Q² > 0 for endogenous constructs (EAT = 0.228; GPI = 0.220; GPB = 0.337), and PLSpredict favored the PLS-SEM model over a linear benchmark on 26 of 40 RMSE/MAE comparisons, evidencing out-of-sample utility. The findings suggest that strengthening knowledge to cultivate supportive at-titudes, coupled with transparent, value-aligned AI personalization, can elevate inten-tion and translate into greener purchases. Implications are offered for platform design, education, and policy in emerging markets.