{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,1]],"date-time":"2026-09-01T05:17:19Z","timestamp":1788239839885,"version":"build-2803163510"},"reference-count":121,"publisher":"MDPI AG","issue":"9","license":[{"start":{"date-parts":[[2026,8,28]],"date-time":"2026-08-28T00:00:00Z","timestamp":1787875200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Major Project of The National Social Science Fund of China","award":["23&ZD096"],"award-info":[{"award-number":["23&ZD096"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Behav. Sci.","Behavioral Sciences"],"abstract":"<jats:p>Encouraging broad consumer participation is an important pathway to achieving sustainable development. Current research mostly focuses on individual sustainable behavior, with less attention given to collective sustainable behavior under a shared goal. This work is based on the widespread embedding and use of relational AI in different scenarios, employing three studies to verify how AI relational roles and goal distance jointly influence consumers\u2019 participation intention in collective sustainable behavior. The research found that when an assistant-type AI is matched with a large-distance goal, it is more effective in enhancing consumers\u2019 participation intentions, whereas a partner-type AI is more persuasive when matched with a small-distance goal. Furthermore, sustainable identity affirmation and positive emotional resonance serve a serial mediating role in the aforementioned interaction effect. This work reveals the matching mechanism between AI relational roles and goal distance, expanding the research perspective of relational AI in promoting sustainable behavior and providing practical insights for leveraging AI to optimize collective sustainable behavior communication strategies.<\/jats:p>","DOI":"10.3390\/bs16091517","type":"journal-article","created":{"date-parts":[[2026,8,28]],"date-time":"2026-08-28T18:33:52Z","timestamp":1787942032000},"page":"1517","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Be My Assistant or My Partner? How AI Relational Roles and Goal Distance Impact Consumers\u2019 Intentions to Participate in Collective Sustainable Behavior"],"prefix":"10.3390","volume":"16","author":[{"given":"Sinan","family":"Li","sequence":"first","affiliation":[{"name":"School of Economics and Management, Beijing Forestry University, Beijing 100083, China"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0396-7765","authenticated-orcid":false,"given":"Kai","family":"Chen","sequence":"additional","affiliation":[{"name":"School of Economics and Management, Beijing Forestry University, Beijing 100083, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2026,8,28]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"87","DOI":"10.1086\/383426","article-title":"The effects of brand relationship norms on consumer attitudes and behavior","volume":"31","author":"Aggarwal","year":"2004","journal-title":"Journal of Consumer Research"},{"key":"ref_2","doi-asserted-by":"crossref","first-page":"468","DOI":"10.1086\/518544","article-title":"Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products","volume":"34","author":"Aggarwal","year":"2007","journal-title":"Journal of Consumer Research"},{"key":"ref_3","doi-asserted-by":"crossref","first-page":"224","DOI":"10.1177\/0956797613496823","article-title":"Helping fellow beings: Anthropomorphized social causes and the role of anticipatory guilt","volume":"25","author":"Ahn","year":"2014","journal-title":"Psychological Science"},{"key":"ref_4","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1016\/0749-5978(91)90020-T","article-title":"The theory of planned behavior","volume":"50","author":"Ajzen","year":"1991","journal-title":"Organizational Behavior and Human Decision Processes"},{"key":"ref_5","doi-asserted-by":"crossref","first-page":"179","DOI":"10.1007\/s13243-025-00152-z","article-title":"Remanufactured consumer goods buying intention in circular economy: Insight of value-belief-norm theory, self-identity theory","volume":"15","author":"Alam","year":"2025","journal-title":"Journal of Remanufacturing"},{"key":"ref_6","doi-asserted-by":"crossref","first-page":"275","DOI":"10.1126\/science.aal1931","article-title":"Beyond the roots of human inaction: Fostering collective effort toward ecosystem conservation","volume":"356","author":"Amel","year":"2017","journal-title":"Science"},{"key":"ref_7","doi-asserted-by":"crossref","first-page":"101503","DOI":"10.1016\/j.cobeha.2025.101503","article-title":"Collective action impacts on climate change mitigation","volume":"63","author":"Ardoin","year":"2025","journal-title":"Current Opinion in Behavioral Sciences"},{"key":"ref_8","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1509\/jmkr.43.1.1","article-title":"How regulatory fit affects value in consumer choices and opinions","volume":"43","author":"Avnet","year":"2006","journal-title":"Journal of Marketing Research"},{"key":"ref_9","doi-asserted-by":"crossref","first-page":"102157","DOI":"10.1016\/j.jenvp.2023.102157","article-title":"Are we on the same page? Exploring the relationships between environmental values, self-identity, personal norms and behavior in parent-adolescent dyads","volume":"92","author":"Perlaviciute","year":"2023","journal-title":"Journal of Environmental Psychology"},{"key":"ref_10","doi-asserted-by":"crossref","first-page":"113380","DOI":"10.1016\/j.jbusres.2022.113380","article-title":"A study of the antecedents and effects of green self-identity on green behavioral intentions of young adults","volume":"155","author":"Becerra","year":"2023","journal-title":"Journal of Business Research"},{"key":"ref_11","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1080\/1047840X.2017.1323463","article-title":"Finding the \u201cself\u201d in self-regulation: The identity-value model","volume":"28","author":"Berkman","year":"2017","journal-title":"Psychological Inquiry"},{"key":"ref_12","doi-asserted-by":"crossref","first-page":"e12670","DOI":"10.1111\/spc3.12670","article-title":"From cooperation to conflict: The role of collective narratives in shaping group behaviour","volume":"16","author":"Bliuc","year":"2022","journal-title":"Social and Personality Psychology Compass"},{"key":"ref_13","doi-asserted-by":"crossref","first-page":"632","DOI":"10.1007\/s11747-020-00762-y","article-title":"Understanding anthropomorphism in service provision: A meta-analysis of physical robots, chatbots, and other AI","volume":"49","author":"Blut","year":"2021","journal-title":"Journal of the Academy of Marketing Science"},{"key":"ref_14","doi-asserted-by":"crossref","first-page":"eaan1114","DOI":"10.1126\/science.aan1114","article-title":"Collaborative environmental governance: Achieving collective action in social-ecological systems","volume":"357","author":"Bodin","year":"2017","journal-title":"Science"},{"key":"ref_15","doi-asserted-by":"crossref","first-page":"82","DOI":"10.1016\/j.copsyc.2021.04.001","article-title":"Motivation and climate change: A review","volume":"42","author":"Brick","year":"2021","journal-title":"Current Opinion in Psychology"},{"key":"ref_16","first-page":"158","article-title":"When to explain why or how it happened: Tailoring accounts to fit observers\u2019 construal level","volume":"26","author":"Carter","year":"2020","journal-title":"Journal of Experimental Psychology: Applied"},{"key":"ref_17","doi-asserted-by":"crossref","first-page":"388","DOI":"10.1037\/0022-3514.86.3.388","article-title":"Regulatory fit and persuasion: Transfer from \u201cfeeling right\u201d","volume":"86","author":"Cesario","year":"2004","journal-title":"Journal of Personality and Social Psychology"},{"key":"ref_18","doi-asserted-by":"crossref","first-page":"109","DOI":"10.1509\/jm.75.2.109","article-title":"The effect of goal visualization on goal pursuit: Implications for consumers and managers","volume":"75","author":"Cheema","year":"2011","journal-title":"Journal of Marketing"},{"key":"ref_19","doi-asserted-by":"crossref","first-page":"3636","DOI":"10.1080\/10447318.2023.2193514","article-title":"Effects of anthropomorphic design cues of chatbots on users\u2019 perception and visual behaviors","volume":"40","author":"Chen","year":"2024","journal-title":"International Journal of Human\u2013Computer Interaction"},{"key":"ref_20","doi-asserted-by":"crossref","first-page":"141","DOI":"10.1177\/14413582241252904","article-title":"Integrating artificial intelligence and customer experience","volume":"33","author":"Chen","year":"2025","journal-title":"Australasian Marketing Journal"},{"key":"ref_21","doi-asserted-by":"crossref","first-page":"6570","DOI":"10.1007\/s12144-023-04825-5","article-title":"The effect of anthropomorphic competence-warmth congruence of service robots on recommendation intention","volume":"43","author":"Chi","year":"2024","journal-title":"Current Psychology"},{"key":"ref_22","doi-asserted-by":"crossref","first-page":"1015","DOI":"10.1037\/0022-3514.58.6.1015","article-title":"A focus theory of normative conduct: Recycling the concept of norms to reduce littering in public places","volume":"58","author":"Cialdini","year":"1990","journal-title":"Journal of Personality and Social Psychology"},{"key":"ref_23","doi-asserted-by":"crossref","first-page":"431","DOI":"10.1016\/j.jbusres.2019.10.030","article-title":"Marketing a new generation of bio-plastics products for a circular economy: The role of green self-identity, self-congruity, and perceived value","volume":"112","author":"Confente","year":"2020","journal-title":"Journal of Business Research"},{"key":"ref_24","doi-asserted-by":"crossref","first-page":"498","DOI":"10.1177\/0022243718821697","article-title":"Prosocial goal pursuit in crowdfunding: Evidence from Kickstarter","volume":"56","author":"Dai","year":"2019","journal-title":"Journal of Marketing Research"},{"key":"ref_25","doi-asserted-by":"crossref","first-page":"103817","DOI":"10.1016\/j.jretconser.2024.103817","article-title":"Sustainable messaging strategies and consumer food waste: The congruence effect between message framing and state anxiety","volume":"79","author":"Dai","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_26","first-page":"1126","article-title":"AI companions reduce loneliness","volume":"52","author":"Uguralp","year":"2025","journal-title":"Journal of Consumer Research"},{"key":"ref_27","doi-asserted-by":"crossref","unstructured":"De Gregorio, E., Carrus, G., Kl\u00f6ckner, C. A., L\u00f6fstr\u00f6m, E., Simil\u00e4, L., and Brenner-Fliesser, M. (2025). Individual, collective and contextual dimensions of sustainable lifestyle change in daily life contexts: An integrated perspective. Frontiers in Psychology, 16.","DOI":"10.3389\/fpsyg.2025.1505676"},{"key":"ref_28","doi-asserted-by":"crossref","first-page":"333","DOI":"10.1016\/j.jbusres.2017.09.041","article-title":"Appraising the influence of pro-environmental self-identity on sustainable consumption buying and curtailment in emerging markets: Evidence from China and Poland","volume":"86","author":"Dermody","year":"2018","journal-title":"Journal of Business Research"},{"key":"ref_29","doi-asserted-by":"crossref","first-page":"691","DOI":"10.1007\/s11299-025-00336-x","article-title":"The gentle push based on a \u201cnudging approach\u201d: From personal well-being to collective sustainability","volume":"24","author":"Dorigoni","year":"2025","journal-title":"Mind & Society"},{"key":"ref_30","doi-asserted-by":"crossref","first-page":"12","DOI":"10.1016\/j.copsyc.2020.02.005","article-title":"Recent developments in the psychology of crowds and collective behaviour","volume":"35","author":"Drury","year":"2020","journal-title":"Current Opinion in Psychology"},{"key":"ref_31","doi-asserted-by":"crossref","first-page":"103459","DOI":"10.1016\/j.jretconser.2023.103459","article-title":"Stereotyping human-like virtual influencers in retailing: Does warmth prevail over competence?","volume":"75","author":"Zourrig","year":"2023","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_32","doi-asserted-by":"crossref","first-page":"449","DOI":"10.1146\/annurev-psych-010418-103023","article-title":"Projected behavioral impacts of global climate change","volume":"70","author":"Evans","year":"2019","journal-title":"Annual Review of Psychology"},{"key":"ref_33","doi-asserted-by":"crossref","first-page":"104856","DOI":"10.1016\/j.jretconser.2026.104856","article-title":"The effect of green advertising appeals and consumer identity on purchase intention: The moderating role of corporate social responsibility perception","volume":"92","author":"Fang","year":"2026","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_34","doi-asserted-by":"crossref","first-page":"520","DOI":"10.1037\/a0023907","article-title":"Pursuing goals with others: Group identification and motivation resulting from things done versus things left undone","volume":"140","author":"Fishbach","year":"2011","journal-title":"Journal of Experimental Psychology: General"},{"key":"ref_35","doi-asserted-by":"crossref","first-page":"343","DOI":"10.1086\/209515","article-title":"Consumers and their brands: Developing relationship theory in consumer research","volume":"24","author":"Fournier","year":"1998","journal-title":"Journal of Consumer Research"},{"key":"ref_36","doi-asserted-by":"crossref","first-page":"302","DOI":"10.1108\/JCM-12-2023-6486","article-title":"Speak to their hearts! Enhancing consumer social responsibility through emotional appeals","volume":"42","author":"Ganassali","year":"2025","journal-title":"Journal of Consumer Marketing"},{"key":"ref_37","doi-asserted-by":"crossref","first-page":"145","DOI":"10.1016\/j.resconrec.2019.01.039","article-title":"Environmental behavior in a private-sphere context: Integrating theories of planned behavior and value belief norm, self-identity and habit","volume":"148","author":"Gkargkavouzi","year":"2019","journal-title":"Resources, Conservation and Recycling"},{"key":"ref_38","doi-asserted-by":"crossref","first-page":"472","DOI":"10.1086\/586910","article-title":"A room with a viewpoint: Using social norms to motivate environmental conservation in hotels","volume":"35","author":"Goldstein","year":"2008","journal-title":"Journal of Consumer Research"},{"key":"ref_39","doi-asserted-by":"crossref","first-page":"77","DOI":"10.1177\/00222437241270225","article-title":"The closing-the-gap effect: Joint evaluation leads donors to help charities farther from their goal","volume":"62","author":"Habib","year":"2025","journal-title":"Journal of Marketing Research"},{"key":"ref_40","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1093\/jcmc\/zmz022","article-title":"AI-mediated communication: Definition, research agenda, and ethical considerations","volume":"25","author":"Hancock","year":"2020","journal-title":"Journal of Computer-Mediated Communication"},{"key":"ref_41","doi-asserted-by":"crossref","first-page":"145220","DOI":"10.1016\/j.jclepro.2025.145220","article-title":"Necessary and sufficient values: A dual perspective on consumers\u2019 willingness to pay premiums and purchase intentions for circular fashion","volume":"501","author":"Helinski","year":"2025","journal-title":"Journal of Cleaner Production"},{"key":"ref_42","doi-asserted-by":"crossref","first-page":"e70111","DOI":"10.1111\/ijcs.70111","article-title":"AI-mediated communication in e-commerce: Implications for customer trust","volume":"49","author":"Hennighausen","year":"2025","journal-title":"International Journal of Consumer Studies"},{"key":"ref_43","doi-asserted-by":"crossref","first-page":"483","DOI":"10.5465\/annals.2024.0282","article-title":"From collective dilemmas to collective solutions: An integrative framework and research agenda for collective action and sustainability research","volume":"20","author":"Hertel","year":"2026","journal-title":"Academy of Management Annals"},{"key":"ref_44","doi-asserted-by":"crossref","first-page":"1217","DOI":"10.1037\/0003-066X.55.11.1217","article-title":"Making a good decision: Value from fit","volume":"55","author":"Higgins","year":"2000","journal-title":"American Psychologist"},{"key":"ref_45","doi-asserted-by":"crossref","first-page":"4671","DOI":"10.1002\/sd.2932","article-title":"Do you believe it? Green advertising skepticism and perceived value in buying electric vehicles","volume":"32","author":"Zulauf","year":"2024","journal-title":"Sustainable Development"},{"key":"ref_46","doi-asserted-by":"crossref","first-page":"30","DOI":"10.1007\/s11747-020-00749-9","article-title":"A strategic framework for artificial intelligence in marketing","volume":"49","author":"Huang","year":"2021","journal-title":"Journal of the Academy of Marketing Science"},{"key":"ref_47","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1016\/j.obhdp.2017.05.001","article-title":"Step by step: Sub-goals as a source of motivation","volume":"141","author":"Huang","year":"2017","journal-title":"Organizational Behavior and Human Decision Processes"},{"key":"ref_48","doi-asserted-by":"crossref","first-page":"1101","DOI":"10.1177\/0022243720940693","article-title":"Construal matching in online search: Applying text analysis to illuminate the consumer decision journey","volume":"58","author":"Humphreys","year":"2021","journal-title":"Journal of Marketing Research"},{"key":"ref_49","doi-asserted-by":"crossref","first-page":"e70117","DOI":"10.1111\/ijcs.70117","article-title":"Anthropomorphism and consumer experience-Review and future research agenda","volume":"49","author":"Husain","year":"2025","journal-title":"International Journal of Consumer Studies"},{"key":"ref_50","doi-asserted-by":"crossref","first-page":"104721","DOI":"10.1016\/j.jretconser.2025.104721","article-title":"How chatbot anthropomorphism shapes customer purchase decisions: Evidence from a field experiment on a cosmetic E-commerce retailer","volume":"91","author":"Igarashi","year":"2026","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_51","doi-asserted-by":"crossref","first-page":"539","DOI":"10.1108\/JSOCM-02-2025-0037","article-title":"Motivating consumers to collaborate in reducing single-use plastic bottle pollution using an extended social identity model of collective action","volume":"15","author":"Culiberg","year":"2025","journal-title":"Journal of Social Marketing"},{"key":"ref_52","doi-asserted-by":"crossref","first-page":"451","DOI":"10.1016\/j.jbusres.2008.01.038","article-title":"Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants","volume":"62","author":"Jang","year":"2009","journal-title":"Journal of Business Research"},{"key":"ref_53","doi-asserted-by":"crossref","first-page":"103660","DOI":"10.1016\/j.jretconser.2023.103660","article-title":"Green power of virtual influencer: The role of virtual influencer image, emotional appeal, and product involvement","volume":"77","author":"Jiang","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_54","doi-asserted-by":"crossref","unstructured":"Jiang, S., Jotikasthira, N., and Pu, R. (2022). Toward sustainable consumption behavior in online education industry: The role of consumer value and social identity. Frontiers in Psychology, 13.","DOI":"10.3389\/fpsyg.2022.865149"},{"key":"ref_55","doi-asserted-by":"crossref","first-page":"776","DOI":"10.1177\/00222429231152446","article-title":"Give me the facts or make me feel: How to effectively persuade consumers to act on a collective goal","volume":"87","author":"Jin","year":"2023","journal-title":"Journal of Marketing"},{"key":"ref_56","doi-asserted-by":"crossref","first-page":"118294","DOI":"10.1016\/j.jclepro.2019.118294","article-title":"A study on the influence of green advertising design and environmental emotion on advertising effect","volume":"242","author":"Kao","year":"2019","journal-title":"Journal of Cleaner Production"},{"key":"ref_57","doi-asserted-by":"crossref","first-page":"101822","DOI":"10.1016\/j.jenvp.2022.101822","article-title":"A systematic review of the psychological distance of climate change: Towards the development of an evidence-based construct","volume":"81","author":"Keller","year":"2022","journal-title":"Journal of Environmental Psychology"},{"key":"ref_58","doi-asserted-by":"crossref","first-page":"114642","DOI":"10.1016\/j.jbusres.2024.114642","article-title":"Goal proximity effect on collective action: The mediating role of perceived behavioral impact and collective outcome expectancy","volume":"178","author":"Kim","year":"2024","journal-title":"Journal of Business Research"},{"key":"ref_59","doi-asserted-by":"crossref","unstructured":"Kim, Y., and Reeck, C. (2019). Getting everyone onboard: Framing collective goal progress broadens participation in collective marketing campaigns. Frontiers in Psychology, 10.","DOI":"10.3389\/fpsyg.2019.02353"},{"key":"ref_60","doi-asserted-by":"crossref","first-page":"39","DOI":"10.1509\/jmkr.43.1.39","article-title":"The goal-gradient hypothesis resurrected: Purchase acceleration, illusionary goal progress, and customer retention","volume":"43","author":"Kivetz","year":"2006","journal-title":"Journal of Marketing Research"},{"key":"ref_61","doi-asserted-by":"crossref","first-page":"239","DOI":"10.1080\/13504620220145401","article-title":"Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior?","volume":"8","author":"Kollmuss","year":"2002","journal-title":"Environmental Education Research"},{"key":"ref_62","doi-asserted-by":"crossref","first-page":"183","DOI":"10.1037\/0022-3514.94.2.183","article-title":"Dynamics of self-regulation: How (un)accomplished goal actions affect motivation","volume":"94","author":"Koo","year":"2008","journal-title":"Journal of Personality and Social Psychology"},{"key":"ref_63","doi-asserted-by":"crossref","first-page":"493","DOI":"10.1086\/663827","article-title":"The small-area hypothesis: Effects of progress monitoring on goal adherence","volume":"39","author":"Koo","year":"2012","journal-title":"Journal of Consumer Research"},{"key":"ref_64","doi-asserted-by":"crossref","first-page":"102327","DOI":"10.1016\/j.jenvp.2024.102327","article-title":"Acting as we feel: Which emotional responses to the climate crisis motivate climate action","volume":"96","author":"Jordan","year":"2024","journal-title":"Journal of Environmental Psychology"},{"key":"ref_65","doi-asserted-by":"crossref","first-page":"103000","DOI":"10.1016\/j.jenvp.2026.103000","article-title":"Does psychological distance to climate change affect climate action? Preregistered meta-analyses of correlational and experimental evidence","volume":"111","author":"Langlais","year":"2026","journal-title":"Journal of Environmental Psychology"},{"key":"ref_66","doi-asserted-by":"crossref","unstructured":"Li, S., Chang, H., Ma, J., and Chen, K. (2026). Show me competence or make me feel warm: The impact of green brand anthropomorphism on consumers\u2019 purchasing intentions. Behavioral Sciences, 16, (3).","DOI":"10.3390\/bs16030316"},{"key":"ref_67","doi-asserted-by":"crossref","first-page":"104200","DOI":"10.1016\/j.jretconser.2024.104200","article-title":"The interactive effect of recommendation subjects and message types on consumers\u2019 suboptimal food purchase intentions","volume":"84","author":"Li","year":"2025","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_68","doi-asserted-by":"crossref","first-page":"1301","DOI":"10.1016\/j.jclepro.2018.11.103","article-title":"Pollution avoidance and green purchase: The role of moral emotions","volume":"210","author":"Liang","year":"2019","journal-title":"Journal of Cleaner Production"},{"key":"ref_69","doi-asserted-by":"crossref","first-page":"108819","DOI":"10.1016\/j.chb.2025.108819","article-title":"How gaming goal pursuit and expert-rated computer game features interact to affect human game use behavior","volume":"174","author":"Liao","year":"2025","journal-title":"Computers in Human Behavior"},{"key":"ref_70","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1080\/02650487.2023.2199668","article-title":"From green advertising to sustainable behavior: A systematic literature review through the lens of value-belief-norm framework","volume":"43","author":"Lima","year":"2024","journal-title":"International Journal of Advertising"},{"key":"ref_71","doi-asserted-by":"crossref","unstructured":"Lindemann-Matthies, P., Hoyer, E., and Remmele, M. (2021). Collective public commitment: Young people on the path to a more sustainable lifestyle. Sustainability, 13, (20).","DOI":"10.3390\/su132011349"},{"key":"ref_72","doi-asserted-by":"crossref","first-page":"91","DOI":"10.1177\/0022242920957347","article-title":"Artificial intelligence in utilitarian vs. hedonic contexts: The \u201cword-of-machine\u201d effect","volume":"86","author":"Longoni","year":"2022","journal-title":"Journal of Marketing"},{"key":"ref_73","doi-asserted-by":"crossref","first-page":"371","DOI":"10.1002\/cb.1818","article-title":"How does green advertising skepticism on social media affect consumer intention to purchase green products?","volume":"19","author":"Luo","year":"2020","journal-title":"Journal of Consumer Behaviour"},{"key":"ref_74","doi-asserted-by":"crossref","unstructured":"Manoli, A., Pauketat, J. V. T., Ladak, A., Noh, H., Hwang, A. H.-C., and Anthis, J. R. (2026). Digital companionship: Overlapping uses of AI companions and AI assistants. Proceedings of the 2026 CHI conference on human factors in computing systems, Association for Computing Machinery.","DOI":"10.1145\/3772318.3791331"},{"key":"ref_75","doi-asserted-by":"crossref","first-page":"100939","DOI":"10.1016\/j.emospa.2023.100939","article-title":"\u201cWhen I say I\u2019m depressed, it\u2019s like anger.\u201d An exploration of the emotional landscape of climate change concern in Norway and its psychological, social and political implications","volume":"46","author":"Marczak","year":"2023","journal-title":"Emotion, Space and Society"},{"key":"ref_76","doi-asserted-by":"crossref","first-page":"535","DOI":"10.1177\/0022243718822827","article-title":"Service robots rising: How humanoid robots influence service experiences and elicit compensatory consumer responses","volume":"56","author":"Mende","year":"2019","journal-title":"Journal of Marketing Research"},{"key":"ref_77","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1002\/mar.21407","article-title":"An empirical study on anthropomorphism and engagement with disembodied AIs and consumers\u2019 re-use behavior","volume":"38","author":"Moriuchi","year":"2021","journal-title":"Psychology & Marketing"},{"key":"ref_78","unstructured":"Nass, C., Steuer, J., and Tauber, E. R. (, January April). Computers are social actors. SIGCHI Conference on Human Factors in Computing Systems, Boston, MA, USA."},{"key":"ref_79","doi-asserted-by":"crossref","first-page":"101559","DOI":"10.1016\/j.jenvp.2021.101559","article-title":"The case for impact-focused environmental psychology","volume":"74","author":"Nielsen","year":"2021","journal-title":"Journal of Environmental Psychology"},{"key":"ref_80","doi-asserted-by":"crossref","first-page":"30","DOI":"10.5751\/ES-11483-250130","article-title":"Clarifying the degree and type of public good collective action problem posed by natural resource management challenges","volume":"25","author":"Niemiec","year":"2020","journal-title":"Ecology and Society"},{"key":"ref_81","doi-asserted-by":"crossref","first-page":"913","DOI":"10.1177\/0146167208316691","article-title":"Normative social influence is underdetected","volume":"34","author":"Nolan","year":"2008","journal-title":"Personality and Social Psychology Bulletin"},{"key":"ref_82","doi-asserted-by":"crossref","first-page":"132","DOI":"10.1080\/1047840X.2017.1337404","article-title":"Identity and self-control: Linking identity-value and process models of self-control","volume":"28","author":"Uusberg","year":"2017","journal-title":"Psychological Inquiry"},{"key":"ref_83","doi-asserted-by":"crossref","first-page":"583","DOI":"10.1177\/10946705221103538","article-title":"I, robot, you, consumer: Measuring artificial intelligence types and their effect on consumers emotions in service","volume":"25","author":"Pantano","year":"2022","journal-title":"Journal of Service Research"},{"key":"ref_84","doi-asserted-by":"crossref","first-page":"104009","DOI":"10.1016\/j.jretconser.2024.104009","article-title":"Traditional vs. AI-generated brand personalities: Impact on brand preference and purchase intention","volume":"81","author":"Park","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_85","doi-asserted-by":"crossref","first-page":"104871","DOI":"10.1016\/j.jretconser.2026.104871","article-title":"Anthropomorphic AI in retail: Machine, assistant, or coworker?","volume":"92","author":"Park","year":"2026","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_86","doi-asserted-by":"crossref","first-page":"399","DOI":"10.1002\/jcpy.70025","article-title":"Human-AI partnerships: Living and working with AI Assistants, AI Agents, and AI Companions","volume":"36","author":"Patil","year":"2026","journal-title":"Journal of Consumer Psychology"},{"key":"ref_87","doi-asserted-by":"crossref","first-page":"123","DOI":"10.1016\/S0065-2601(08)60214-2","article-title":"The elaboration likelihood model of persuasion","volume":"19","author":"Petty","year":"1986","journal-title":"Advances in Experimental Social Psychology"},{"key":"ref_88","first-page":"102892","article-title":"Engaging the unengaged: Differential effects of AI-driven climate communication across audiences","volume":"109","author":"Makransky","year":"2025a","journal-title":"Journal of Environmental Psychology"},{"key":"ref_89","doi-asserted-by":"crossref","first-page":"102526","DOI":"10.1016\/j.jenvp.2025.102526","article-title":"Promoting collective climate action and identification with environmentalists through social interaction and visual feedback in virtual reality","volume":"102","author":"Morton","year":"2025b","journal-title":"Journal of Environmental Psychology"},{"key":"ref_90","first-page":"775","article-title":"Intention to purchase sustainable craft products: A moderated mediation analysis of the adoption of sustainability in the craft sector","volume":"26","year":"2024","journal-title":"Environment, Development and Sustainability"},{"key":"ref_91","doi-asserted-by":"crossref","first-page":"102661","DOI":"10.1016\/j.jretconser.2021.102661","article-title":"Robotic service quality: Scale development and validation","volume":"62","author":"Prentice","year":"2021","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_92","doi-asserted-by":"crossref","first-page":"1174","DOI":"10.1002\/sd.3164","article-title":"Unraveling the influence of convenience situational factors on e-waste recycling behaviors: A goal-framing theory approach","volume":"33","author":"Puzzo","year":"2025","journal-title":"Sustainable Development"},{"key":"ref_93","doi-asserted-by":"crossref","first-page":"104274","DOI":"10.1016\/j.trd.2024.104274","article-title":"Long-term mobility choice considering availability effects of shared and new mobility services","volume":"133","author":"Ren","year":"2024","journal-title":"Transportation Research Part D: Transport and Environment"},{"key":"ref_94","doi-asserted-by":"crossref","first-page":"100752","DOI":"10.1016\/j.chbr.2025.100752","article-title":"AI and adolescent relationships: Bridging emotional intelligence and practical guidance","volume":"19","author":"Ricon","year":"2025","journal-title":"Computers in Human Behavior Reports"},{"key":"ref_95","doi-asserted-by":"crossref","first-page":"1858","DOI":"10.1108\/MEQ-06-2023-0166","article-title":"Impact of environmental knowledge, responsibility and concern on sustainable consumption behavior: Does customer attitude matter?","volume":"35","author":"Rousta","year":"2024","journal-title":"Management of Environmental Quality: An International Journal"},{"key":"ref_96","doi-asserted-by":"crossref","first-page":"104514","DOI":"10.1016\/j.jretconser.2025.104514","article-title":"Consumer hope and sustainable consumption: Integrating structural and configurational insights","volume":"88","author":"Sadiq","year":"2026","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_97","doi-asserted-by":"crossref","first-page":"103255","DOI":"10.1016\/j.jrurstud.2024.103255","article-title":"Participation in individual and collective agri-environmental schemes: A synthesis using the theory of planned behaviour","volume":"107","author":"Sander","year":"2024","journal-title":"Journal of Rural Studies"},{"key":"ref_98","doi-asserted-by":"crossref","first-page":"87","DOI":"10.1177\/1525822X221100904","article-title":"Using attributes of survey items to predict response times may benefit survey research","volume":"35","author":"Schneider","year":"2023","journal-title":"Field Methods"},{"key":"ref_99","doi-asserted-by":"crossref","first-page":"101525","DOI":"10.1016\/j.jenvp.2020.101525","article-title":"Social identity as a key concept for connecting transformative societal change with individual environmental activism","volume":"72","author":"Schulte","year":"2020","journal-title":"Journal of Environmental Psychology"},{"key":"ref_100","doi-asserted-by":"crossref","first-page":"429","DOI":"10.1111\/j.1467-9280.2007.01917.x","article-title":"The constructive, destructive, and reconstructive power of social norms","volume":"18","author":"Schultz","year":"2007","journal-title":"Psychological Science"},{"key":"ref_101","doi-asserted-by":"crossref","first-page":"2396","DOI":"10.1111\/ijcs.12937","article-title":"Emotions and consumer behaviour: A review and research agenda","volume":"47","author":"Sharma","year":"2023","journal-title":"International Journal of Consumer Studies"},{"key":"ref_102","doi-asserted-by":"crossref","first-page":"1667","DOI":"10.1002\/mar.22195","article-title":"Algorithm-generated identity labeling promotes identity-consistent product preferences","volume":"42","author":"Shen","year":"2025","journal-title":"Psychology & Marketing"},{"key":"ref_103","doi-asserted-by":"crossref","first-page":"102947","DOI":"10.1016\/j.jretconser.2022.102947","article-title":"Reconceptualizing value creation: Exploring the role of goal congruence in the co-creation process","volume":"66","author":"Sheng","year":"2022","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_104","doi-asserted-by":"crossref","first-page":"1541","DOI":"10.1108\/MIP-04-2023-0179","article-title":"Green skepticism: Review and research agenda","volume":"42","author":"Sivapalan","year":"2024","journal-title":"Marketing Intelligence & Planning"},{"key":"ref_105","doi-asserted-by":"crossref","first-page":"441","DOI":"10.1080\/10447318.2022.2121038","article-title":"Uncanny valley effects on chatbot trust, purchase intention, and adoption intention in e-commerce: Moderating role of avatar familiarity","volume":"40","author":"Song","year":"2024","journal-title":"International Journal of Human\u2013Computer Interaction"},{"key":"ref_106","doi-asserted-by":"crossref","first-page":"200","DOI":"10.3758\/s13428-025-02727-x","article-title":"Digital questionnaire response time (DQRT): A ubiquitous and low-cost digital assay of cognitive processing speed","volume":"57","author":"Teckentrup","year":"2025","journal-title":"Behavior Research Methods"},{"key":"ref_107","doi-asserted-by":"crossref","unstructured":"Teng, Y., Li, N., Liu, C., Yang, J., and Chen, Y. (2025). Spillover effects of rural residents\u2019 past pro-environmental production behavior on their voluntary waste separation behavior. Frontiers in Sustainable Food Systems, 9.","DOI":"10.3389\/fsufs.2025.1420864"},{"key":"ref_108","doi-asserted-by":"crossref","first-page":"577","DOI":"10.1002\/sd.70013","article-title":"Environmental knowledge and sustainable consumption behavior: Evidence from Vietnam","volume":"33","author":"Trinh","year":"2025","journal-title":"Sustainable Development"},{"key":"ref_109","doi-asserted-by":"crossref","first-page":"440","DOI":"10.1037\/a0018963","article-title":"Construal-level theory of psychological distance","volume":"117","author":"Trope","year":"2010","journal-title":"Psychological Review"},{"key":"ref_110","doi-asserted-by":"crossref","first-page":"42326","DOI":"10.1038\/s41598-025-26295-4","article-title":"From \u201cMe\u201d to \u201cWe\u201d: The psychology behind future collective action for wetland sustainability","volume":"15","author":"Valizadeh","year":"2025","journal-title":"Scientific Reports"},{"key":"ref_111","doi-asserted-by":"crossref","first-page":"e1791","DOI":"10.1002\/nvsm.1791","article-title":"The contribution of crowdfunding for philanthropy: A systematic review and framework of donation and reward crowdfunding","volume":"28","author":"Hesse","year":"2023","journal-title":"Journal of Philanthropy and Marketing"},{"key":"ref_112","doi-asserted-by":"crossref","unstructured":"Wahlen, S., and Stroude, A. (2023). Sustainable consumption, resonance, and care. Frontiers in Sustainability, 4.","DOI":"10.3389\/frsus.2023.1013810"},{"key":"ref_113","doi-asserted-by":"crossref","first-page":"512","DOI":"10.1108\/JCM-04-2024-6806","article-title":"Anthropomorphism and transparency interplay on consumer behaviour in generative AI-driven marketing communication","volume":"42","author":"Wang","year":"2025","journal-title":"Journal of Consumer Marketing"},{"key":"ref_114","doi-asserted-by":"crossref","first-page":"730","DOI":"10.1080\/19368623.2022.2058671","article-title":"Addressing service profit chain with artificial and emotional intelligence","volume":"31","author":"Wei","year":"2022","journal-title":"Journal of Hospitality Marketing & Management"},{"key":"ref_115","doi-asserted-by":"crossref","first-page":"288","DOI":"10.1111\/jtsb.12168","article-title":"The practices of collective action: Practice theory, sustainability transitions and social change","volume":"48","author":"Welch","year":"2018","journal-title":"Journal for the Theory of Social Behaviour"},{"key":"ref_116","doi-asserted-by":"crossref","first-page":"107321","DOI":"10.1016\/j.chb.2022.107321","article-title":"Deep mind in social responses to technologies: A new approach to explaining the computers are social actors phenomena","volume":"134","author":"Xu","year":"2022","journal-title":"Computers in Human Behavior"},{"key":"ref_117","doi-asserted-by":"crossref","first-page":"e70105","DOI":"10.1002\/jtr.70105","article-title":"Flexible identity in city branding: The role of brand personality in the cognition-affect-behavioral intention model","volume":"27","author":"Yoon","year":"2025","journal-title":"International Journal of Tourism Research"},{"key":"ref_118","doi-asserted-by":"crossref","unstructured":"Yu, S., Zhong, Z., Zhu, Y., and Sun, J. (2024). Green emotion: Incorporating emotional perception in green marketing to increase green furniture purchase intentions. Sustainability, 16, (12).","DOI":"10.3390\/su16124935"},{"key":"ref_119","doi-asserted-by":"crossref","unstructured":"Zhang, L., Chen, J., Lu, Q., and Yan, Y. (2025). Is artificial intelligence a tool, replacement or partner? Inducing factors and psychological mechanism of algorithm aversion in mental counseling. Aslib Journal of Information Management, 1\u201327.","DOI":"10.1108\/AJIM-04-2025-0200"},{"key":"ref_120","doi-asserted-by":"crossref","first-page":"104007","DOI":"10.1016\/j.jretconser.2024.104007","article-title":"The effects of green advertising appeal and message type on purchase intention","volume":"81","author":"Zhang","year":"2024","journal-title":"Journal of Retailing and Consumer Services"},{"key":"ref_121","doi-asserted-by":"crossref","first-page":"719","DOI":"10.1007\/s43621-025-01653-4","article-title":"Green information framing effects on farmers\u2019 willingness for sustainable production in China","volume":"6","author":"Zou","year":"2025","journal-title":"Discover Sustainability"}],"container-title":["Behavioral Sciences"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/www.mdpi.com\/2076-328X\/16\/9\/1517\/pdf","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,9,1]],"date-time":"2026-09-01T04:32:37Z","timestamp":1788237157000},"score":1,"resource":{"primary":{"URL":"https:\/\/www.mdpi.com\/2076-328X\/16\/9\/1517"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,8,28]]},"references-count":121,"journal-issue":{"issue":"9","published-online":{"date-parts":[[2026,9]]}},"alternative-id":["bs16091517"],"URL":"https:\/\/doi.org\/10.3390\/bs16091517","relation":{},"ISSN":["2076-328X"],"issn-type":[{"value":"2076-328X","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,8,28]]}}}