The “Green Spotlight” Effect: How Facial Recognition Promotes Public Sustainable Consumption

ABSTRACT With the rise of artificial intelligence, facial recognition technology has increasingly become an essential part of our daily lives, gradually replacing traditional methods of identity verification. While prior research has focused on consumer acceptance of facial recognition technology as a consequential variable, limited literature has paid attention to its downstream effects on consumer behavior. This paper aims to fill this research gap by investigating the role of facial recognition technology as an antecedent in consumer decision‐making. Through five studies, the findings demonstrate that exposure to facial recognition (vs. non‐facial recognition) technology leads consumers to exhibit a stronger preference for sustainable products over conventional alternatives. Furthermore, impression management mediates the effect of facial recognition technology on sustainable consumption. In addition, the purchase context (public vs. private) moderates this effect. Facial recognition technology (compared to non‐facial recognition) increases consumers' intention to choose sustainable products in public consumption, but not in private ones. This research connects facial recognition technology with sustainable consumption, offering novel theoretical and practical directions for marketing decisions.