The Role of Media Exposure in the Relationship Between the Use of Artificial Intelligence and Sustainable Investment Behavior Among Generation Z

Pienjai Phothavorn; Pornthip Tantivisethsak

doi:10.57260/csdj.2026.287733

Authors

Pienjai Phothavorn College of Innovative Business and Accountancy, Dhurakij Pundit University, Bangkok, Thailand
Pornthip Tantivisethsak International College, Dhurakij Pundit University, Bangkok, Thailand

DOI:

https://doi.org/10.57260/csdj.2026.287733

Keywords:

Media exposure, Artificial intelligence, Sustainable investment behavior, Generation Z

Abstract

This study examines the moderating role of media exposure (ME) in the relationship between the use of artificial intelligence (UAI) and sustainable investment behavior (SIB) among Generation Z (Gen Z). The study was based on the Unified Theory of Acceptance and Use of Technology (UTAUT), focusing on performance expectancy (PE), effort expectancy (EE), facilitating conditions (FC), and habit of using (HU). This research adopted a quantitative approach. The sample consisted of 561 respondents residing in Bangkok and its metropolitan areas. Data was collected using a structured questionnaire and analyzed using descriptive statistics and multiple regression analysis. The results revealed that: 1) UAI had a statistically significant positive influence on the SIB among Gen Z in Bangkok and metropolitan areas, with a predictive power of 43.00 % (R² = 0.430). 2) When analyzed by individual dimensions of the use of AI, including PE, EE, FC, and HU, each dimension also demonstrated a significant positive influence on SIB among Gen Z. However, 3) When ME was included as a moderating variable, ME had a significant positive effect on Gen Z’s SIB, whereas the effect of the use of AI on SIB became statistically insignificant, while the model’s predictive power increased to 65.10% (R² = 0.651). Furthermore, 4) When examining the moderating effect of ME on each dimension of the use of AI, it was found that only EE and FC remained statistically significant predictors of SIB among Gen Z, explaining 66.40 % of the variance (R² =0.664), compared to 43.10 % (R² =0.431) in the model without the moderating variable. The findings extend the application of UTAUT by highlighting the moderating role of media exposure in sustainable investment behavior and, practically, suggest that financial media exposure may contribute to promoting sustainable investment among Gen Z in Bangkok and metropolitan areas.

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