Unlocking the Potential: Exploring the determinants of Adopting Generative AI and its Economic Sustainability in Non-Profit Organizations

As an emerging technology, Generative Artificial Intelligence (GAI) is assumed to be one of the most effective technologies across various levels of management. However, Existing studies have largely focused on the private and educational sectors. Yet, the non-profit sector remains underexplored despite its increasing reliance on digital innovation to achieve Sustainable Development Goals (SDGs). This study aims to contribute to our understanding of generative artificial intelligence adoption and usage factors in organizations and their impact on economic sustainability in the context of Non-Profit Organizations (NPOs). It extends the UTAUT theory with AI attributes and privacy risk factors. A quantitative approach was followed, and the survey was used as an instrument. Data from 302 employees were collected from NPO organizations and analyzed, leading to valuable insights and implications. The results show that most of the factors significantly affect the adoption of Generative Artificial Intelligence, such as Facilitating Conditions, Performance Expectancy, Privacy risks, Social Influence, and Perceived Anthropomorphism. Surprisingly, three factors were not significant: effort expectancy, perceived intelligence, and Perceived Animacy. Also, the effect of using Generative Artificial Intelligence on economic sustainability was significant. The model explained Generative Artificial Intelligence adoption with 62.7% predicting power. These results shed light on the importance of encouraging employees to use Generative Artificial Intelligence in the workplace while ensuring that robust data protection measures are covered to waive employee concerns. • Customer shopping experience has been revolutionised with digital technologies • Drawing on the Uses and Gratification Theory, this study proposes Attitude, Ubiquity, Trust, and Perceived Risk as a set of independent factors affecting adoption of social commerce in the Metaverse. • This study also examined the moderating role of Technology Comfort, E-Word-of-Mouth and Endowment on the key relationship within the proposed conceptual framework. • Enjoyment, Information Seeking, Ubiquity, Endowment Effect, and Attitude act as noteworthy positive predictors of user adoption of social commerce in the Metaverse • Technology Comfort and E-Word-of-Mouth moderated the relationship between attitude and user adoption.