Generative Artificial Intelligence and Green Choices: Exploring Environmental Attitudes and Digital Behaviour in India

Abstract

The proliferation of Generative AI (GenAI) tools has introduced new dynamics in user behaviour, environmental perception, and digital sustainability. This study, based on a primary questionnaire survey of 1,005 GenAI users aged 18 and above from India, investigates the frequency of GenAI usage and its relationship with climate change awareness, environmental concern, and willingness to adopt energy-efficient digital practices. Using regression-based models, the research reveals a pattern of indirect dependence: lower GenAI usage is related with a greater inclination toward environmentally responsible behaviours, such as transitioning from non-sustainable platforms and adopting energy-efficient digital services. In contrast, frequent GenAI users tend to perceive climate change as temporally distant and of lower immediate importance. The study also examines how the frequency and nature of social media usage influence users’ attitudes toward sustainable technology choices. These findings provide valuable insights for policymakers, AI educators, digital strategists, and sustainability advocates aiming to foster environmentally conscious technology adoption in emerging economies like India.