Pedagogy and Professional Development

Enhancing Consumer Behavior Education Through AI Integration: A Conceptual Framework for Curriculum Innovation

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Abstract

Understanding consumer behavior (CB) is central to the apparel field, yet CB courses often focus on traditional theories without reflecting how technology is reshaping consumer research and industry practice. As artificial intelligence (AI) transforms how consumer attitudes, motivations, and cultural differences are analyzed, students need new skills to remain competitive in a data-driven marketplace. This concept paper proposes integrating AI into the CB curriculum using constructivist learning theory, which supports learning through engagement and real-world application. AI functions both as a practical tool (e.g., sentiment analysis, multilingual text processing, clustering) and as a transformative framework that challenges students to rethink CB concepts through activities such as A/B testing, AI-generated designs, or machine learning–based perception modeling. Examples span topics including perception, attitudes, lifestyle segmentation, and cross-cultural behavior. The paper also highlights the importance of AI literacy, data security, and ethical use. 

Keywords: AI, Artificial Intelligence, Consumer Behavior, Curriculum Innovation

How to Cite:

PARK, H., (2025) “Enhancing Consumer Behavior Education Through AI Integration: A Conceptual Framework for Curriculum Innovation”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21468