PENINGKATAN LITERASI ARTIFICIAL INTELLIGENCE DAN GREEN CONSUMER BEHAVIOR MELALUI NUNI IT ONLINE SEMINAR 2026

Feliks Prasepta Sejahtera Surbakti

doi:10.31764/jmm.v10i4.40380

PENINGKATAN LITERASI ARTIFICIAL INTELLIGENCE DAN GREEN CONSUMER BEHAVIOR MELALUI NUNI IT ONLINE SEMINAR 2026

Feliks Prasepta Sejahtera Surbakti

Abstract

Abstrak: Pesatnya perkembangan Artificial Intelligence (AI) menuntut masyarakat akademik memiliki pemahaman yang memadai mengenai pemanfaatannya dalam mendukung pembangunan berkelanjutan. Namun, hasil observasi pada peserta NUNI IT Online Seminar 2026 menunjukkan bahwa pemahaman mengenai keterkaitan AI dengan Green Consumer Behavior masih terbatas dan umumnya AI hanya dipahami sebagai teknologi otomatisasi tanpa dikaitkan dengan perilaku konsumsi yang ramah lingkungan. Kegiatan pengabdian kepada masyarakat ini bertujuan meningkatkan literasi dan kapasitas peserta dalam memahami peran AI sebagai pendukung (enabler) perilaku konsumsi berkelanjutan. Intervensi dilakukan melalui seminar daring berbasis edukasi partisipatif yang mencakup penyampaian materi, diskusi interaktif, studi kasus, sesi tanya jawab, serta evaluasi menggunakan pre-test, post-test, dan survei kepuasan peserta. Materi yang disampaikan mengacu pada model Extended Theory of Planned Behavior yang mengintegrasikan variabel Environmental Knowledge, Environmental Attitude, AI Personalization, Green Purchase Intention, dan Green Purchase Behavior. Hasil kegiatan menunjukkan bahwa peserta memiliki antusiasme yang tinggi terhadap topik yang dibahas. Evaluasi kegiatan menunjukkan tingkat kepuasan peserta sebesar 93,5%, sementara hasil pre-test dan post-test menunjukkan peningkatan rata-rata pemahaman sebesar 30%. Temuan ini mengindikasikan bahwa seminar daring efektif sebagai media diseminasi hasil penelitian sekaligus sarana peningkatan literasi mengenai pemanfaatan AI dalam mendukung perilaku konsumsi berkelanjutan. Kegiatan ini juga memperkuat pemahaman bahwa AI berperan sebagai enabler yang mendukung pengambilan keputusan yang lebih bertanggung jawab terhadap lingkungan dan berkontribusi pada pencapaian tujuan pembangunan berkelanjutan.

Abstract: The rapid advancement of Artificial Intelligence (AI) requires the academic community to develop an adequate understanding of its potential to support sustainable development. However, initial observations of participants in the NUNI IT Online Seminar 2026 revealed that their understanding of the relationship between AI and Green Consumer Behavior was still limited, with AI generally perceived only as an automation technology rather than as a tool that can promote environmentally responsible consumption. This community engagement program aimed to enhance participants' literacy and capacity to understand the role of AI as an enabler of sustainable consumption behavior. The intervention was implemented through a participatory educational online seminar consisting of knowledge-sharing sessions, interactive discussions, case studies, question-and-answer sessions, and evaluations using pre-tests, post-tests, and participant satisfaction surveys. The presented material was based on an Extended Theory of Planned Behavior model integrating Environmental Knowledge, Environmental Attitude, AI Personalization, Green Purchase Intention, and Green Purchase Behavior. The evaluation results indicated a participant satisfaction rate of 93.5%, while the comparison between pre-test and post-test scores revealed an average increase of 30% in participants’ understanding of the topic. The findings demonstrate that online seminars can serve as an effective medium for disseminating research outcomes and improving public literacy regarding the role of AI in promoting sustainable consumption behavior. Furthermore, the activity strengthened participants’ understanding that AI functions as an enabler that supports more environmentally responsible decision-making and contributes to sustainable development goals.

Keywords

Artificial Intelligence; Green Consumer Behavior; AI Personalization; Sustainability; Community Engagement.

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DOI: https://doi.org/10.31764/jmm.v10i4.40380