Role of artificial intelligence and augmented reality in fashion industry from consumer perspective: Sustainability through waste and return mitigation

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Pergamon-Elsevier Science Ltd

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With the intensifying impacts of the climate crisis becoming more severe day by day, the industries have been compelled to accelerate the implementation of sustainable practices, especially in the fashion industry, as a motivation behind this study. Although, the utilization of digitalization and artificial intelligence as a means of sustainable applications is increasingly growing, the current literature is mainly focused only on conducting fashion shows using augmented reality googles, there is an obvious gap in the literature addressing the mobile applications capabilities in terms of artificial intelligence and augmented reality. Hence, the purpose of this study is to examine artificial intelligence/augmented reality - powered mobile applications from a consumer point of view. In pursuit of this aim, several alternative applications were reviewed, the factors affecting the consumer's decision were identified, and the Organization, Rangement et Synthese de Donnes Relationnelles (ORESTE) technique was utilized as a multi-criteria decision-making technique for the analysis as a contribution of artificial intelligence in the engineering applications. Additionally, the ORESTE technique has been extended with Fermatean Fuzzy sets to make a theoretical contribution to the literature as the main numerical achievement. The findings of the study illustrate that (i) the consumers prefer camera-assisted measurement applications, and (ii) the applications offering synchronized suggestions with existing fashion brand's products are preferred. Moreover, the study provides a significant illustration of the use of artificial intelligence powered mobile applications as an actual practical implication, and it creates a suitable ground for the sector authorities to take strategic decisions as a managerial implication.


Anahtar Kelimeler

Organization, Rangement Et Synthese De Donnes Relationnelles, Multi-Criteria Decision-Making, Fermatean Fuzzy Sets, Artificial Intelligence, Augmented Reality, Sustainable Fashion, Sustainability


Engineering Applications of Artificial Intelligence

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