Developing A Web-Based Augmented Reality Tool For Promoting Sustainable Fashion Consumption

Abstract

This study explores the use of Augmented Reality (AR) as an intervention to promote sustainable fashion consumption among Sri Lankan consumers. It also involves developing a web-based AR tool designed to educate users about sustainable fashion and evaluating its acceptance within the target audience. This research identified that young consumers in Sri Lanka demonstrate a low level of awareness regarding sustainable fashion consumption. Therefore, this study addresses an important gap by analyzing how interactive digital tools can influence consumer education and promote green purchase behaviors. To gather requirements for developing the AR tool, a qualitative research method was employed through focus group discussions with 8 Gen Z participants representing diverse fashion preferences. For validation, the tool was further tested with 30 participants to evaluate usability, engagement, and effectiveness. Nine themes relevant to AR tool development were identified through thematic analysis, which highlighted the awareness about sustainable fashion, patterns of digital learning, and sensitivity to AR capabilities. This study revealed a strong consumer intention to engage with visually dense, socially sharable, and mobile-optimized AR applications. To address these points, a prototype web-based AR platform was designed using MyWebAR platform, alongside real time information on garment sustainability through the scanning of QR codes. The results demonstrate that AR can successfully engage consumers, increase awareness of the environmental footprint of fashion, and enable behavioral change when deployed on familiar social media platforms. The research concludes that interactive, culturally relevant AR tool experiences have strong potential to influence sustainable fashion practice among consumers.