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.