Generative AI and the Fishermen’s Dilemma: The Role of Value-Belief-Norms and Resource Dynamism in Oman’s Sustainable Fishing

The fishing industry in Oman has gained momentum and is becoming a vital part of its economy. The role of technology has similarly evolved, especially with the inclusivity of Generative AI, which has drastically improved certainty and sustainability of this industry. The core of this development requires fishermen to use advanced technologies, such as predictive forecasting and logistics optimization. Several studies have enumerated the directed governmental efforts through policy formulation and fund allocation. However, there has been
limited introspection on the perceived value orientation of such technology use at the individual level. This study examines this aspect through the value belief norm (VBN) framework, which maps the pathway of GAI awareness to use intention among the Omani fishermen and the impact of related values and beliefs. The study was conducted at two different locations in Oman that have a thriving fisheries industry. A total of 272 respondents participated in the
survey, which was translated into the Arabic language. The results indicate a significant impact of value-belief and norm on the AI use expectancy. It also showed that perceived resource dynamism, reflecting governmental initiative, has a strong direct effect but no moderating effect on the adaptability of Generative AI among fishermen. The study makes novel theoretical contributions by augmenting the VBN theory in a GAI context. It provides new insights for the fishery industry in Oman and other stakeholders, such as the government and
fishery technology firms, regarding the perceived dilemma and thought process governing AI adoption among the Omani fisherman fraternity.