Influence of Visual Information and Voice Assistants on Sustainable Clothing Shopping

By Dr Silpaja Chandrasekar, PhDReviewed by Susha Cheriyedath, M.Sc.Oct 25 2023

In a paper published in the journal Humanities and Social Sciences Communications, researchers investigated the role of visual information (VI) related to sustainable clothing presented on a website and the perceived intelligence of voice assistants (PIVA) in shaping consumers' purchasing behavior (PB) during online sustainable clothing shopping.

International clothing brands are striving to reduce the environmental impact of clothing manufacturing, and further research is needed to comprehensively understand how these sustainability initiatives affected consumer perceptions and decision-making regarding sustainable clothing.

The present research involved collecting and analyzing 2656 valid samples, utilizing correlation, factor, and regression analyses. The results revealed that VI and PIVA significantly impacted consumers' positive attitudes and PB when considering sustainable clothing.

Moreover, consumers' knowledge of sustainability issues moderated the significant influence of these two factors on PB through the mediation of positive attitudes toward sustainable clothing. This paper offered valuable theoretical insights for online sustainable clothing retailing by examining the interplay between pertinent variables. The findings also provided practical guidance for brand retailers looking to enhance their consumers' decision-making processes and strengthen the connection between perception and behavior in the context of sustainable clothing shopping.

Context and Literature Review

Sustainable consumption is vital in the face of environmental challenges. Factors affecting sustainable clothing purchases include eco-friendliness and consumer knowledge. Artificial intelligence (AI)-based tools, such as voice assistants, influence online shopping for sustainable clothing. AI technology is transforming how consumers shop online, offering personalized multisensory experiences. VI and voice assistants play crucial roles in shaping purchase behavior, and consumers' positive attitudes toward sustainable clothing significantly impact their purchase intentions. Knowledge of sustainability issues can moderate the effects of sensory perception on purchase behavior in online shopping.

Data Collection and Analysis Procedures

Data Collection: Data was collected through an online questionnaire using the Star platform, similar to SurveyMonkey or MTurk. Participants were invited to complete the questionnaire and had the chance to win prizes, such as WeChat red packets or yogurt. To ensure data validity, researchers asked the participants to actively recall their online shopping experiences, explicitly focusing on VI and voice interaction. After removing invalid responses, 2656 valid questionnaires were analyzed, with a majority of female participants.

Measurement of Constructs: Various constructs, including VI, PIVA, knowledge about sustainable issues (KSI), positive attitude towards sustainable clothing (ATSC), and PB, were measured using Likert scale items. Researchers assessed the reliability and validity of these constructs by actively calculating Cronbach's Alpha, composite reliability, average variance extracted, and Kaiser-Meyer-Olkin values to ensure soundness.

Data Analysis: Data analysis involved multiple steps, including calculating Cronbach's Alpha values, conducting factor analysis, and assessing the relationships between variables using multiple regression analysis. Researchers have actively evaluated the presence of multicollinearity. Furthermore, mediating and moderating effects were tested to explore the relationships and interactions between the measured constructs. The results demonstrated the variables' significance and influence on purchase behavior.

Discussion

The study's findings carry vital implications for sustainable clothing and online retailing. They emphasize the importance of fostering positive attitudes towards sustainable clothing by promoting online and offline eco-consciousness. Brands, policymakers, and retailers should invest in enriching VI to drive the sales of sustainable clothing. Compelling visuals, including detailed product information and transparent labeling, can significantly impact consumer perceptions and encourage informed purchasing decisions.

Additionally, the study underscores the substantial role of AI-driven voice assistants in shaping online shopping behavior. Retailers should focus on enhancing the capabilities of these assistants to provide personalized and efficient services, which can positively influence consumer attitudes and boost sales of sustainable clothing. Moreover, creating enhanced multisensory shopping experiences through interactive, informative, and personalized online environments can drive consumer engagement and encourage increased online purchases, particularly in a sustainable fashion. These insights offer actionable strategies for brands, retailers, and AI developers aiming to enhance consumer engagement and advance sustainable clothing in the online retail landscape.

Conclusion

To sum up, this study underscores the critical role of VI and the PIVA in influencing consumers' attitudes and behaviors towards sustainable clothing in online shopping. Positive attitudes towards sustainable fashion profoundly impact purchase behavior, underlining the importance of sustainability in the industry. Effective presentation of VI can further enhance these positive attitudes. AI-driven voice assistants significantly shape consumer attitudes and drive purchase behavior by providing personalized and efficient services.

Furthermore, the mediating effect of positive attitudes and the moderating role of consumers' knowledge about sustainability highlight the need to cultivate awareness of sustainability and provide comprehensive product information. This research offers valuable insights for clothing brands, retailers, and AI technology developers, emphasizing the potential of AI technologies and informative visual content to engage consumers and promote sustainable fashion.