Consumer Acceptance of AI-Supported Circular Fashion Services

The rapid integration of AI into circular fashion services is reshaping patterns of sustainable consumption; however, consumer acceptance in emerging markets remains underexplored. This study examines the factors influencing women consumers' intentions to adopt AI-supported circular fashion platforms, including resale, rental, and recycling services. Drawing on an extended TAM, the research investigates the direct effects of perceived ease of use, perceived value, perceived risk, electronic word of mouth (eWOM), and attitude on adoption intention. Data were collected through a structured questionnaire administered to a convenience sample of 147 women and analyzed using multiple regression analysis. The findings indicate that all proposed factors, with the exception of eWOM, significantly affect adoption intention, underscoring the combined role of technological and psychological drivers in shaping acceptance of AI-enabled circular fashion services. This study contributes to the literature by extending TAM to the context of circular fashion and provides practical insights.