Do Sustainability Practices Shape AI Adoption? Evidence from Czech Enterprises
Volume 04, Issue 1
Authors
Zdenek Malek • Renata Skypalova • Vit Heinz • •
Keywords
business ethics, corporate sustainability, Green Human Resource Management, environmental strategy, Generative artificial intelligence, relative advantage, complexity, Central Europe
Citation in APA style
Malek, Z., Skypalova, R. & Heinz, V. (2026). Do Sustainability Practices Shape AI Adoption? Evidence from Czech Enterprises. Journal of Business Sectors, 4(1), 111–126. https://doi.org/10.62222/SANT0517
DOI
Abstract
Research background:
This topic is relevant because it links corporate sustainability and the adoption of generative AI – two major trends shaping contemporary organisations. The study suggests that firms with stronger sustainability practices perceive greater benefits from generative AI while also recognising more implementation challenges. This makes the topic salient for both theory and practice, particularly in supporting more responsible and strategically grounded AI adoption.
Purpose of the article:
The aim of this study is to examine how sustainability- and ethics-oriented management practices shape organisational perceptions of generative artificial intelligence adoption. Specifically, the study investigates the relationships between social performance, green performance, reward systems, and environmental corporate strategy, and two key dimensions of AI adoption—perceived relative advantage and perceived complexity—among firms operating in the Czech Republic.
Methods:
The study adopts a quantitative, cross-sectional design using data collected via an online survey. A purposive sample of 344 firms operating in the Czech Republic was selected, focusing on organisations familiar with sustainability practices. Variables were measured using seven-point Likert scales capturing sustainability dimensions and perceptions of generative AI. Descriptive statistics were used to summarise the data and identify general patterns. Group differences (e.g., by gender and education) were examined using mean comparisons. Pearson correlation analysis was then applied to assess relationships between sustainability practices and perceived AI advantages and complexity. All analyses were conducted in IBM SPSS.
Findings & Value added:
The paper contributes by linking corporate sustainability with generative AI adoption and providing empirical evidence that ethical and environmental practices are associated with technological readiness. From an economic-policy perspective, the findings underscore the importance of integrating sustainability and digital strategies to support responsible innovation. From a societal perspective, the results suggest that sustainability-oriented firms may be more likely to adopt AI in an ethical and accountable manner. The paper aligns with the journal’s scope by addressing sustainability, business ethics, and innovation, thereby contributing to the understanding of responsible economic development.