The Impact of AI Recommendations and Designer Identity on Sustainable Fashion Purchase Intention: An Analysis Focused on Generation Z

Abstract

In this paper, the authors examine the influence of Artificial Intelligence (AI) suggestions and authentic designer characteristics on Generation Z’s purchase intentions of sustainable fashion, particularly in rela-tion to their attitudes towards Lesbian, Gay, Bisexual, Transgender, Queer plus others (LGBTQ+) design-ers. A quantitative methodology was used by distributing questionnaires online to members of three con-sumer generations (N=324). The collected data was analyzed using Partial Least Squares Structural Equa-tion Modeling (PLS-SEM) through SmartPLS 4 software to test five research hypotheses; all of them could be statistically validated. Authentic designer traits had a very high degree of importance in creating favor-able attitudes for sustainable designs as well as towards LGBTQ+ designers. Moreover, a “halo effect” is discovered due to the high degree of sustainability having a significant influence on attitudes toward social inclusivity. However, positive impacts were still noted for AI suggestions. This paper brings together as-pects related to technology (AI), ethics (sustainability), and society (LGBTQ+ inclusivity) in one coherent framework, concentrating on the subtleties of Generation Z consumers' behavior. Fashion brands need to emphasize authenticity and transparency. Although AI can be used as an effective source of information to overcome uncertainties, trust is mainly established via the genuineness of the identity of the brand's de-signer.