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Perception of Innovative Usage of AI in Optimizing Customer Purchasing Experience within the Sustainable Fashion Industry

Author

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  • Minja Bolesnikov

    (Department of Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, 21102 Novi Sad, Serbia
    Swiss School of Business and Management, Faculty of Graduate Research, 1213 Geneva, Switzerland)

  • Milica Popović Stijačić

    (Department of Psychology, Faculty of Media and Communications, Singidunum University, 11000 Belgrade, Serbia)

  • Avi Bhargavi Keswani

    (CREO Valley School of Film and Television, Bangalore 560030, India
    LISAA School of Design, Bangalore 560030, India)

  • Nebojša Brkljač

    (Department of Industrial Engineering and Management, Faculty of Technical Sciences, University of Novi Sad, 21102 Novi Sad, Serbia)

Abstract

The research was designed to contribute to scientific efforts in exploring the attitude of fashion stakeholders towards AI and its use in attaining sustainability in fashion industry. Although the role of AI in Fashion has been studied before, the aim of this research is to challenge and analyze the attitudes towards sustainable fashion of both stakeholders and consumers. The research considers the views of consumers, industry professionals and company shareholders on the role AI plays in pursuing ideas of Sustainable Fashion. Contrary to expectations, the companies with significant turnover did not show any greater awareness of the new trends in the fashion business. Furthermore, previous familiarity with the usage of AI did not prove to promote openness towards the recommendation of apps which use AI to promote Sustainable Fashion. The value of this research lies in the findings, which help provide a framework which can be used to change the viewpoint of the key market players. The crucial finding is that the AI approach on sustainability will influence both users (changing their purchasing decisions toward more sustainable choices if provided with a set of information on ecological impact, production choices), and corporate businesses (changing the overall business strategy, planning, marketing communication and production designs). The paper offers milestones for further research on synergies between AI, fashion industry lined with UNS SDGs and purchasing behavior.

Suggested Citation

  • Minja Bolesnikov & Milica Popović Stijačić & Avi Bhargavi Keswani & Nebojša Brkljač, 2022. "Perception of Innovative Usage of AI in Optimizing Customer Purchasing Experience within the Sustainable Fashion Industry," Sustainability, MDPI, vol. 14(16), pages 1-18, August.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:16:p:10082-:d:888398
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    References listed on IDEAS

    as
    1. Minja Bolesnikov & Milica Popović Stijačić & Mladen Radišić & Aleksandar Takači & Jelena Borocki & Dragana Bolesnikov & Paula Bajdor & Joanna Dzieńdziora, 2019. "Development of a Business Model by Introducing Sustainable and Tailor-Made Value Proposition for SME Clients," Sustainability, MDPI, vol. 11(4), pages 1-16, February.
    2. Xu, Yingzi & Shieh, Chih-Hui & van Esch, Patrick & Ling, I-Ling, 2020. "AI customer service: Task complexity, problem-solving ability, and usage intention," Australasian marketing journal, Elsevier, vol. 28(4), pages 189-199.
    3. Grazia Chiara Elmo & Gabriella Arcese & Marco Valeri & Stefano Poponi & Francesco Pacchera, 2020. "Sustainability in Tourism as an Innovation Driver: An Analysis of Family Business Reality," Sustainability, MDPI, vol. 12(15), pages 1-14, July.
    4. Yoon Kyung Lee, 2021. "Transformation of the Innovative and Sustainable Supply Chain with Upcoming Real-Time Fashion Systems," Sustainability, MDPI, vol. 13(3), pages 1-14, January.
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