To clarify the connotation, dimensions, and role of self-consciousness in the ethics of autonomy of embodied intelligent robots, this study employs grounded theory and integrates testing procedures such as exploratory factor analysis and confirmatory factor analysis to develop a scale for measuring self-consciousness in embodied intelligent robots. Based on social cognitive theory, the double-edged sword effect of self-consciousness on consumers’ usage intention is investigated. The findings reveal that the self-consciousness scale comprises three dimensions: self-perception, self-learning, and perception of interactive feedback. While self-consciousness positively influences consumers’ usage intention, performance expectancy partially mediates this relationship, whereas AI ethical anxiety exhibits a suppression effect. Furthermore, AI literacy strengthens the mediating role of performance expectancy in the link between self-consciousness and usage intention but weakens the mediating effect of AI ethical anxiety.