Factors influencing artificial intelligence use behavior in green marketing among Vietnamese tourism and hospitality firms

This study examines the factors influencing artificial intelligence (AI) use behavior in green marketing among marketers working in Vietnamese tourism and hospitality firms. Integrating the Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), Technology -Organization - Environment (TOE) framework, and Value – Belief - Norm (VBN) theory, the study analyzes data from 380 valid questionnaires using covariance-based structural equation modeling (CB-SEM) with robust maximum likelihood estimation, 5,000 bootstrap resamples, and interaction regression based on factor scores. The results show that perceived usefulness, perceived ease of use, environmental concern, and top management support positively influence attitude. Attitude, subjective norms, and top management support positively affect behavioral intention, which in turn has a positive effect on actual AI use behavior (β = 0.542; p < 0.001). Organizational green commitment positively moderates the intention–behavior relationship, although the interaction effect is small (β = 0.081; p = 0.041). The findings provide additional evidence on the mechanisms through which technological perceptions, environmental values, and organizational conditions are translated into actual AI use in green marketing.