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This study examines students’ ethical perceptions and behaviors regarding artificial intelligence (AI) in marketing by applying an extended knowledge, attitude, and practice model (KAP) in a sequential associative chain where knowledge is related to trust, trust predicts ethical attitudes, and attitudes are associated with ethical consumer behavior. A survey of 152 economics students in Vietnam revealed high levels of AI knowledge, trust in ethical AI applications, and positive ethical attitudes, leading to strong intentions among students to support responsible brands. Significant differences by academic year were found, with upper-year students scoring higher across variables. Despite these positive findings, a gap remains between ethical attitudes and actual practices, highlighting the need for targeted interventions to promote consistent ethical consumer behavior in AI marketing.

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Students’ Ethical Perceptions and Behavior Toward AI in Marketing

  • 会议论文

  • 发表日期：

    2026年

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  • Thuy Vuong Nguyen,
  • Luan Trong Nguyen

摘要

This study examines students’ ethical perceptions and behaviors regarding artificial intelligence (AI) in marketing by applying an extended knowledge, attitude, and practice model (KAP) in a sequential associative chain where knowledge is related to trust, trust predicts ethical attitudes, and attitudes are associated with ethical consumer behavior. A survey of 152 economics students in Vietnam revealed high levels of AI knowledge, trust in ethical AI applications, and positive ethical attitudes, leading to strong intentions among students to support responsible brands. Significant differences by academic year were found, with upper-year students scoring higher across variables. Despite these positive findings, a gap remains between ethical attitudes and actual practices, highlighting the need for targeted interventions to promote consistent ethical consumer behavior in AI marketing.