This study investigates the impact of visual information (VI) and perceived intelligence of voice assistants (PIVA) on consumer purchase behavior (PB) for sustainable clothing online. Analyzing 2656 samples using correlation, factor, and regression analyses, the results show that VI and PIVA significantly influence positive attitudes and PB toward sustainable clothing. The study also reveals that the effect of VI and PIVA on PB, mediated by positive attitudes, is moderated by knowledge of sustainability issues. The findings offer theoretical implications for sustainable clothing online retailing and provide guidance for brands to improve consumer decision-making.

Pei Li, Chunmao Wu, Charles Spence