Ethical Personalisation in Fashion E-Commerce

This chapter explores the ethical implications of AI-driven personalization in fashion e-commerce and proposes an “Ethical Personalization Framework” that balances commercial success with societal and environmental responsibility. It critiques conventional personalization systems for promoting impulsive buying and unsustainable consumption. Drawing from ethical theories—Virtue Ethics, Utilitarianism, and Deontology—and case studies like Patagonia and Zalando, the chapter outlines principles of fairness, transparency, user autonomy, privacy, and sustainability. It recommends operational strategies and policy interventions for retailers, developers, and regulators to embed ethical design in AI systems, thereby supporting responsible consumption and aligning fashion retail with the UN Sustainable Development Goals.