To explore the moderating effect of digital awareness on the relationship between Artificial Intelligence (AI)-Driven personalisation and sustainable consumer behaviour.
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.
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.
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.
Results are limited to MENA consumers. Theoretical implications need longitudinal and multi-region validation.
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.
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.
