Driving Sustainable AI Implementation in Business: The Integrated Role of Economic Value Perception, Managerial Attitudes, and Behavioral Intentions

This research examines the relationships among economic value assessment, managerial perspectives, adoption willingness, and long-term AI utilization among organizational leaders in Peru. Using a quantitative cross-sectional design with covariance-based statistical analysis, data were collected from 390 management personnel (58.72% male, 41.28% female) representing diverse enterprises in northern Peru. Four hypotheses were evaluated concerning the effects of price–value on intention to use, attitude toward AI on intention to use, price–value on attitude toward AI, and intention to use on sustainable AI implementation. Results from partial-least-squares structural equation modeling showed significant direct effects of price–value on both intentions to use and attitudes toward AI, with attitudes also significantly influencing intention to use. The model exhibited exceptional explanatory power: price–value and attitudes explained 89.2% of the variance in intention to use, while intention to use accounted for 85.1% of the variance in sustainable AI use. These findings indicate that both economic considerations and psychological factors are critical for advancing sustainable AI adoption among business managers. Consequently, integrating price–value analyses and attitude-development components into AI implementation strategies is supported to enhance technology adoption success in business contexts.