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Luxury fashion brands’ AI-powered sustainability chatbot communication: how information qualities and brand luxury perception shape consumer trust and behavior

Truvace record
TRV-2026-2644raw data (JSON)
Version
v1Published
First published
Evidence type
Controlled or validated comparison
Sources
1 sourcePeer-reviewed
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This study examines how sustainability communication in luxury retail shapes brand trust and behavioral intentions, focusing on consumers' post-exposure perceptions of information quality and provider type. Building on perceived objectivity and perceived persuasiveness, the study explores how consumers evaluate identical sustainability information attributed to either a human agent or an artificial intelligence (AI) chatbot, and how these perceptions influence brand trust, information acceptance intention, and p…

The gain

In a scenario experiment with 346 US online consumers shown identical Gucci sustainability messages, perceived objectivity raised purchase intention through brand trust only when the messages came from an AI chatbot, not from a human agent.

What this doesn’t fix

The brand-luxury findings come from split-sample subgroup comparisons rather than a formal interaction test, and two measures (perceived objectivity and purchase intention) had low Cronbach's alpha (.519 and .559), so results should be treated cautiously.

Sources

1 on file
  1. Fashion and Textilesdoi:10.1186/s40691-026-00493-8
    Peer-reviewed2026-10-23

Cite this record

v1

Truvace Impact Record TRV-2026-2644, v1: “Luxury fashion brands’ AI-powered sustainability chatbot communication: how information qualities and brand luxury perception shape consumer trust and behavior.” Truvace, 2026-11-12. /record/TRV-2026-2644 (accessed on the day you copy it). sha256 0d6cae99857dbd0d…

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  1. Publishedv10d6cae99857d…

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