Cross-Cultural Differences in Perceptions of the Environmental Impact of Generative AI

Différences interculturelles dans la perception de l'impact environnemental de l'IA générative

Jean-Éric Pelet (), Basma Taieb, Said Aboubaker Ettis, Yihan Wang and Álvaro Rocha
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Jean-Éric Pelet: Nantes Univ - IAE Nantes - Nantes Université - Institut d'Administration des Entreprises - Nantes - Nantes Université - pôle Sociétés - Nantes Univ - Nantes Université
Basma Taieb: EMLV - École de management Léonard de Vinci
Said Aboubaker Ettis: UJ - University of Jeddah [Arabie Saoudite]
Yihan Wang: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Álvaro Rocha: ISEG, Technical University of Lisbon

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Abstract: This study addresses a critical gap in the literature on sustainable information systems by empirically investigating how national culture shapes perceptions of the environmental impact of generative artificial intelligence (GenAI). Based on a survey of 434 university students from France, Portugal, the United States, and China, the research employs statistical analyses to test for significant cross-national differences. The results reveal pronounced disparities. For instance, while 70% of French respondents express a desire to know the carbon footprint of their AI queries, only 45% of Chinese respondents share this concern. Conversely, Portuguese (72%) and American (62%) students show significantly greater acceptance of environmental usage quotas than their French (41%) and Chinese (40%) counterparts. Analysis of Variance (ANOVA) confirms that country of residence is a statistically significant predictor of environmental concern and attitudes toward regulatory measures. These findings challenge universalist "one-size-fits-all" approaches to digital sustainability policy. The study concludes that promoting sustainable AI on a global scale requires context-sensitive strategies aligned with local cultural values, institutional frameworks, and technological ecosystems. We contribute to the Green IS discourse by integrating cross-cultural theory with the emerging debate on "frugal AI."

Keywords: Digital Sobriety; Frugal Innovation; Environmental Awareness; Green Information Systems (Green IS); Cross-Cultural Studies; Generative AI; Sustainable AI (search for similar items in EconPapers)
Date: 2026-03-31
Note: View the original document on HAL open archive server: https://hal.science/hal-05630387v1
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Published in WorldCist'26 - 14th World Conference on Information Systems and Technologies, University of Lisbon, Mar 2026, Madeira Island, Portugal, Portugal

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