Advancing the customer journey: sustainable and technological innovations in fashion - visual similarity discovery with Gpt-4, a comparative study in fashion product recommendations

Abstract

This research explores scalable methods for assessing apparel carbon emissions and the effects of communication strategies on consumer decisions in sustainable fashion. It introduces a novel approach to emissions assessment and demonstrates how the presentation of carbon footprint information impacts consumer willingness to pay. Key findings include the significant role of framing in consumer perception and the competitiveness of OpenAI’s GPT-4 as an easy-to-use fashion recommender system. The research provides actionable insights for the fashion industry, highlighting the necessity of both effective communication and innovative AI technologies to enhance sustainability and market competitiveness.