Stimulating fast fashion consumers in-stores to slow down consumption with AI art

Designing for socio-environmental impact

Master thesis (2024)

Authors

A. Lassance de Oliveira Biolchini Industrial Design Engineering

Contributors

R. Mugge Responsible Marketing and Consumer Behavior (mentor)
H. Verma Human-Centred Artificial Intelligence - IDE (graduation committee member)
Faculty
Industrial Design Engineering
More Info
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Published Date

28-08-2024

Language

English

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Faculty

Industrial Design Engineering

Abstract

The fast fashion industry faces critical challenges by overconsumption and overproduction driven by high demand, coupled with a lack of transparency in supply chains for many brands. This gap in transparency has led to limited consumer awareness regarding the environmental and ethical consequences of their clothing purchases. This research explores the potential of generative visual art in raising consumer awareness and changing perceptions within fast fashion stores. It serves as a proof of concept to test the impact of AI-generated visual art on engaging consumers, evoking emotional responses, and shifting mindsets related to overconsumption. The project utilized theories from related works and elements from the Vision in Product (ViP) framework to develop a concept, which was tested through two experimental studies. In the pre-study, with evaluating the effectiveness of various aesthetic combinations of AI-generated images, among 111 participants, black-and-white, zoom-in compositions were found most effective in capturing attention and sparking reflection on fast fashion. The main study, comparing AI-generated images with traditional visuals, dividing participants into control and treatment groups, involved 254 participants. The results showed that AI-generated images had a statistically significant impact, with mean scores on attention, cognitive engagement, and behavioral change exceeding those of traditional images by 13.94% and 7.33%. One AI-generated image, depicting a critical fashion scenario of over disposal, stood out by driving significant cognitive engagement and behavioral change. These findings underscore the transformative potential of AI-generated visual art in enhancing consumer awareness and driving change within the fashion industry. By employing creative and impactful visual strategies, it is possible to foster greater consumer perception, disrupt the cycle of overconsumption, and promote more sustainable fashion practices.