Two experiments covered trip planning and on-site shopping to test whether GenAI helps users navigate abundant eco-certified options. More advanced tools reduced perceived information overload and improved decision-making. Greater trust related to well-being and intention to use GenAI, while lower perceived decision risk also related to intention. The authors report more eco-responsible choices, but the abstract does not clarify whether behavior was consequential or self-reported.
Key findings
- Advanced GenAI reduced overload; better decisions increased trust; trust related to well-being and intention; lower risk increased intention; easier comparison of certified options related to responsible choices.
Why this matters globally
With transparent design and credible certification data, AI may reduce friction in sustainable tourism choices, but personalization must not enable greenwashing or hide tradeoffs.
Thai researcher contribution
Lars Meyer-Waarden is affiliated with Chulalongkorn University and contributes to experimental work on GenAI, consumer behavior and sustainable tourism.
Limitations to consider
Without sample and effect sizes, power and generalizability cannot be assessed. Novelty and demand effects may inflate responses; intention is not usage or carbon reduction; and advice quality depends on uneven certification data.