Green Threads and Digital Dreams: Exploring the Influence of AI-Mediated Experiences on Purchase Intentions in Sustainable Apparel Markets

In an era marked by increasing environmental concerns and shifting consumer preferences, the fashion industry faces growing pressure to adopt sustainable practices. This paper explores the intersection of artificial intelligence (AI), perceived value dimensions, and sustainable purchase intentions in the context of the fashion industry. Drawing on a comprehensive review of existing literature, a conceptual framework is proposed to explain the interplay between AI-mediated experiences, perceived value dimensions (functional, emotional, social, conditional, and green values), and sustainable purchase intentions. The framework posits that AI-mediated experiences, characterized by personalized interactions facilitated by advanced technologies, influence consumers’ perceptions of value across various dimensions, ultimately shaping their intentions to engage in sustainable consumption behaviors. The proposed framework underscores the significance of AI-driven personalization in fostering consumer engagement and satisfaction, while also highlighting the role of perceived value in mediating the relationship between AI-mediated experiences and sustainable purchase intentions. The paper also discusses avenues for future research, emphasizing the need for empirical validation of the conceptual framework and the investigation of additional variables that may influence sustainable purchase intentions. By shedding light on these dynamics, it aims to provide evidence-based strategies for promoting sustainable consumption practices in the fashion industry, thereby contributing to the broader discourse on environmental sustainability and consumer behavior.