Sustainability and Social Responsibility

AI-Driven Message Framing Effects on Sustainable Fashion Consumption

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Abstract

The fashion industry is facing increasing pressure to address environmental and social challenges, yet consumers often struggle to translate their sustainability concerns into actual purchasing behavior. Our conceptual paper examines how AI-driven message framing, specifically social norm framing (descriptive vs. injunctive) and temporal framing (short-term vs. long-term), can influence sustainable fashion consumption. Drawing from research on psychological distance, normative influence, and emotional engagement, the framework proposes that AI-driven messages enhance emotional responses, which in turn strengthen sustainability motivation and encourage sustainable fashion choices. By identifying emotional response as a key mediator, the model highlights how personalized AI communication may bridge the attitude-behavior gap in sustainable fashion consumption. Implications are provided for brands, policymakers, and researchers seeking to promote sustainability through ethical and effective AI-driven communication strategies.

Keywords: AI Messaging, Message Framing, Sustainable Fashion

How to Cite:

Rasu, M. & Sadachar, A., (2025) “AI-Driven Message Framing Effects on Sustainable Fashion Consumption”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21739