Leveraging Augmented Reality (AR) Technology to Foster Sustainable Fashion: Consumer Behavior and Environmental Impact

Abstract

This research focuses on how AR technology could encourage sustainable fashion practices and affect consumers’ attitudes toward more environmentally conscious decisions. The research looks at the impact AR has on detailed and overall consumer engagement, the increase of transparency and traceability in the fashion supply chain, as well as customer awareness of sustainability topics. To get an extensive insight into the effects of AR in the fashion industry, cross-sectional qualitative interviews and questionnaires were administered to key stakeholders in the industry and consumers respectively.

This implies that AR boosts consumer interactor’s experiences with shopping ventures thus supplying purchasing behaviors that are more sustainable. Also, the use of AR in fashion enables consumers to make informed decisions regarding the products they wish to purchase by offering detailed information as well as virtual try-on services thus greatly minimizing the negative effects of fashion practices. However, more difficulties lie ahead in crossing the last barriers toward the fashion industry transitioning to afford and accept augmented reality in its daily practices.

The study also reveals the positive possibilities of integrating AR with blockchain technology to improve the reliability and trustfulness of the fashion supply chain. This integration can help create trust among consumers by offering an unalterable blockchain-based record of product sources and the products’ seal of sustainability.

In summary, this research contributes to expanding debates on the use of AR technology for sustainable fashion by presenting practical recommendations for fashion stakeholders to consider when implementing AR for sustainability goals.