Artificial Intelligence has emerged as a powerful tool for influencing human cognition and behaviour. Research is limited and fragmented on its influence on neural activity especially associated to decision-making regarding pro-environmental behaviour. Thus the present study attempts to understand how AI-generated stimuli affect eco-behaviour at both neural and behavioural levels in an era of growing environmental concerns.
Purpose- The present study investigates whether AI-generated sustainability inputs elicit distinct neural responses compared to traditional non-AI, paper-based stimuli, and whether these differences translate into more environmentally responsible decision-making.
Methodology-A total of 30 university students in the age group 18-24 were randomly assigned to two groups. Group 1 was presented with AI-generated visual inputs on sustainability, while Group 2 was presented with non-AI, paper-based visual inputs on sustainability. Electroencephalography (EEG) was employed to capture neural activation patterns during stimulus exposure. Following the exposure, all participants completed a sustainable decision-making task designed to assess eco-behavioural choices. Then outputs of EEG showing neural activity and behavioural outcomes were compared across groups to determine the differences in both the group.
Results- This study aims to provide empirical evidence on the neural and behavioural impact of AI-generated sustainability inputs. It is anticipated that participants exposed to AI-generated stimuli will exhibit stronger neural activity. Behaviourally, this group is expected to demonstrate higher rates of eco-friendly decision-making relative to other group. Findings are expected to advance knowledge on the underlying cognition of sustainability to further suggest policy making driven by artificial intelligence that is grounded in psychology.