As part of ongoing research efforts aimed at fostering scientific innovation and linking academic knowledge with global challenges, faculty members from the Department of Business Administration—Assistant Professor Dr. Sarah Ali Saeed, Assistant Professor Dr. Alaa Abdul Karim Ghalib, and Lecturer Dr. Bashir Ismail Mahmoud—have published a scholarly book chapter entitled: “Consumer Acceptance of AI-Supported Circular Fashion Services: A Technology Acceptance Perspective”
This chapter appears in a book issued by a leading international publisher indexed in major databases, including Web of Science, Scopus, and Clarivate.
The study examines the factors influencing female consumers’ intentions to adopt AI-supported circular fashion platforms, including resale, rental, and recycling services. Drawing on the extended Technology Acceptance Model, the research analyzes the impact of key variables such as perceived ease of use, perceived value, perceived risk, attitudes, and electronic word-of-mouth marketing. The analysis is based on field data collected through a questionnaire administered to a random sample of 147 women, utilizing multiple regression analysis.
The findings reveal that most of the proposed factors—except for electronic word-of-mouth marketing—have a significant effect on adoption intention. This highlights the complex interaction between technological and psychological factors in shaping consumer acceptance of AI-driven circular fashion services.
This study contributes to advancing several Sustainable Development Goals (SDGs), most notably:
- Goal 12: Responsible Consumption and Production, by promoting circular fashion models that reduce waste and support reuse and recycling.
- Goal 9: Industry, Innovation, and Infrastructure, through the integration of artificial intelligence technologies into the fashion sector to develop innovative and sustainable services.
- Goal 5: Gender Equality, as the study focuses on female consumer behavior, offering practical insights to empower women as informed consumers and decision-makers in the sustainable fashion market.
- Goal 13: Climate Action, by reducing the environmental impact of the fashion industry through the adoption of circular models that minimize emissions and waste.
Accordingly, the study not only enriches the academic literature in the fields of business administration and technological innovation, but also represents a valuable contribution to supporting policies and practices aligned with the United Nations Sustainable Development Goals.
