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The Impact of Artificial Intelligence on the Consumer Behavior of Greeks: Understanding the Awareness of AI Benefits in Their Consumer Journey and How Lack of Knowledge of the Concept of Artificial Intelligence Can Lead to Ignorance, Anxiety, and Fear.

This research investigates the impact of artificial intelligence (AI) on Greek consumers' consumer behavior, emphasizing the way in which consumer attitudes, emotions, and behaviors are influenced by AI awareness and a lack of AI comprehension.
The two primary research questions of the study are to assess the level of AI awareness among Greek consumers and to investigate how a lack of understanding of AI fosters ignorance, anxiety, and fear, thereby influencing their acceptance of AI technologies. Also, in which way consumer attitudes, emotions, and behaviors are influenced by AI awareness and the lack of AI understanding, with a particular emphasis on the impact of artificial intelligence on the consumer behavior of Greeks. The study's two primary research questions are to evaluate the level of AI awareness among Greek consumers and to assess how a lack of understanding of AI fosters ignorance, anxiety, and fear, thereby influencing their acceptance of AI technologies.
The research examines Greek consumers and their perceptions of AI. It uses quantitative surveys and qualitative interviews. In the quantitative phase, a structured questionnaire assessed AI awareness and perceived effects among 318 Greeks from various demographics. The qualitative phase examined 20 interviews' personal narratives and complex experiences to determine AI adoption's cultural and emotional factors.

Submitted by: Theofanis(Fanis) Aritzis
EIU253639
In Partial Fulfillment of the Requirements for the Degree of
Doctor in Business Administration
Supervisor: Dr. Katina Grigoraskos
Date: February, 2025