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The nexus between corporate AI social responsibility and ethical AI brand advocacy: do ethical brand identification and AI learning anxiety matter?
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DOI：10.1080/02642069.2026.2684027.png)
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Abstract
En 中文
The scope of corporate social responsibility now extends beyond the environmental and social domains to encompass firms’ accountability in the ethical and beneficial use of artificial intelligence (AI). This study investigates the nexus between corporate AI social responsibility (CAISR) and ethical AI brand advocacy. The study uses data from a sample of coffee shop customers in Germany. The findings reveal that CAISR positively influences ethical AI brand advocacy. This relationship is mediated by ethical brand identification. Moral identity strengthens the positive effect of CAISR on ethical AI brand advocacy, whereas AI learning anxiety weakens it. The indirect effect of ethical brand identification on the relationship between CAISR and ethical AI brand advocacy is stronger under high moral identity than under low moral identity. However, it is directionally weaker under high AI learning anxiety, though this difference did not reach statistical significance in the moderated mediation test, rendering the result inconclusive.
Keywords:
Corporate AI social responsibility
ethical AI brand advocacy
ethical brand identification
AI learning anxiety
moral identity
企业人工智能社会责任
道德人工智能品牌倡导
道德品牌认同
人工智能学习焦虑
道德认同
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