Good for the Planet, Bad for Me? Intended and Unintended Consequences of AI Energy Consumption Disclosure
This study addresses the trade-off users face between model performance and sustainability due to the high energy consumption of artificial intelligence systems. Through a randomized controlled experiment integrating behavioral measures, survey responses, and statistical modeling, we investigate how disclosing energy consumption information influences user preferences for small language models (SLMs). Results show that such disclosures increase the likelihood of selecting an SLM by more than twelvefold, yet do not significantly alter subsequent prompting behavior. Notably, users who chose SLMs reported lower satisfaction, revealing a pronounced negative perceptual bias. Our work identifies—for the first time—the “double-edged sword” effect of energy disclosure: while it encourages environmentally conscious choices, it concurrently undermines perceived model quality. These findings offer critical behavioral insights for designing sustainable AI systems.