| Summary: | Since AI Chatbots are increasingly adopted in different industries, the purpose of this paper is to examine the influence of AI Chatbots on pro-environment attitudes and willingness to pay for environmental protection. By employing quantitative methodology, multivariate data analysis was conducted to test the effects of AI Chatbot in terms of its interaction, anonymity, customization, and problem-solving on pro-environmental attitudes and individual willingness to pay for environment protection. This study reveals the critical role of Chatbots in encouraging people to protect the environment. Problem-solving is found to be the highest influence on both pro-environmental attitudes and individual willingness to pay. Meanwhile, interaction, anonymity, and customization were revealed to affect WTP indirectly through pro-environmental attitudes. Therefore, digitalization by exploring new technology like AI Chatbots becomes an important concern to reduce the negative actions of humans on the environment and Carbon emissions and develop agricultural tourism activities toward green production.
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