Building Trust Through Empathetic AI: A Mixed‐Methods Study on Anthropomorphic Artificial Intelligence Driving Sustainable Consumer Behavior in Tourism

ABSTRACT The tourism industry is embracing technology to drive growth and promote sustainable development. This study aims to investigate the role of anthropomorphic artificial intelligence (AI) in shaping sustainable consumer behavior in tourism, focusing on the mediating role of consumer trust and the moderating effect of emotional connection. A mixed‐methods approach has been adopted, combining quantitative survey data analyzed using SPSS and AMOS, with qualitative insights derived from interviews with tech‐oriented, sustainability‐conscious tourists analyzed through thematic analysis. Moderation analysis using Process‐Macro further explored the impact of emotional connection. The findings reveal that anthropomorphic AI significantly enhances consumer trust, which mediates sustainable consumption practices among tourists. Moreover, emotional connection strengthens the relationship between AI‐driven trust and sustainable behavior. The study contributes to technology adoption literature by integrating emotional connection as a critical factor influencing trust in AI and promoting responsible consumption. Practically, the research offers strategic insights for tourism enterprises and AI developers, emphasizing the importance of designing empathetic and human‐like AI systems to foster consumer trust and encourage sustainability. This study provides valuable guidance for aligning technological innovation with the Sustainable Development Goals (SDGs), particularly in promoting responsible consumption within the tourism sector.