Does AI-Driven Personalisation Create Sustainable Consumer Behaviour: Moderating Role of Level of Digital Awareness, Tareq Hashem, Nasser Jaradat, Ala’ Adili, Albattat Ahmad
Tareq N. Hashem
Full Professor of Marketing
Marketing Department, Faculty of Business, Applied Science Private University
Amman
Jordan
ORCID: 0000-0001-9564-931X
Nasser M. S. Jaradat
Palestine Ahliya University
Bethlehem
Palestine
ORCID: 0000-0002-7682- 9283
Ala’ N. B. Adili
Ph.D. Candidate in Business Administration
Palestine Ahliya University
Bethlehem
Palestine
ORCID: 0009-0000-0346-3906
Albattat Ahmad
School of Global Hospitality and Tourism, Asia Pacific University of Technology and Innovation
Kuala Lumpur
Malaysia
ORCID: 0000-0002-3127-4405
Paper Type: Research
DOI: 10.47556/J.WJSTSD.21.1-2-3.2026.8
Received: 27 October 2025 / Revised: 16 December 2025 / Accepted: 22 December 2025 / 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.
Originality/Value: 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: Hashem, T. N., Jaradat, N. M. S., Adili, A. N.B. and Ahmad, A. (2026): Does AI-Driven Personalisation Create Sustainable Consumer Behaviour: Moderating Role of Level of Digital Awareness. World Journal of Science, Technology and Sustainable Development (WJSTSD), Vol. 21, Nos. 1/2/3, pp. 125-143. WASD: London, United Kingdom.
