Artificial Intelligence, Environmental Awareness, and the Future of Sustainable Behaviour: A Sociological Study in Abu Dhabi, Ganka Ivanova, Rakan Alhrahsheh, Mostafa Mohamad
Ganka Ivanova
College of Interdisciplinary Studies, Zayed University
UAE
ORCID: 0000-0001-5847-3087
Rakan Alhrahsheh
Applied Sociology Program, Al Ain University
Abu Dhabi
UAE
ORCID: 0000-0002-9255-4240
Mostafa Mohamad
College of Interdisciplinary Studies, Zayed University
UAE
ORCID: 0000-0001-7172-1110
Paper Type: Research
DOI: 10.47556/J.WJSTSD.21.1-2-3.2026.13
Received: 3 September 2025 / Revised: 10 January 2026 / Accepted: 20 January 2026 / Published: 20 March 2026
Purpose: To explore the moderating effect of digital awareness on the relationship between Artificial Intelligence (AI)-Driven personalisation and sustainable consumer behaviour.
Design/methodology/approach: A quantitative methodology was adopted; a questionnaire was distributed to (463) consumers in the Middle East and North Africa region (MENA). SPSS was used to screen and process the primary data collected.
Findings: Results indicated the acceptance of the study’s hypotheses, arguing that AI-driven personalisation can create sustainable consumer behaviour through the moderating role of level of the digital awareness.
Original/value of the paper: This paper empirically validates the results of previous researchers by demonstrating that increasing digital awareness can dramatically enhance the positive effect of AI personalisation on sustainable consumer behaviour.
Research Limitations: Results are limited to MENA consumers. Theoretical implications need longitudinal and multi-region validation.
Practical Implications: To make consumer behaviour in MENA sustainable, brands ought to increase the levels of digital literacy among consumers and teach them the credibility of AI-based green recommendations.
Keywords: Personalisation; Sustainable Consumer Behaviour; Digital Awareness; Personalisation Accuracy; Perceived Usefulness; Trust of AI Recommendations; Interactivity.
Citation: Ivanova, G., Alhrahsheh, R. and Mohamad, M. (2026): Artificial Intelligence, Environmental Awareness, and the Future
of Sustainable Behaviour: A Sociological Study in Abu Dhabi. World Journal of Science, Technology and Sustainable Development (WJSTSD), Vol. 21, Nos. 1/2/3, pp. 215-230. WASD: London, United Kingdom.
