PhD Studentship: GAP-AI Design: Guiding Attitudes to Practice with AI Agents in Sustainable Fashion Consumption

How to apply: uom.link/pgr-apply-2425

Number of positions: 1

This 3.5 year PhD project is fully funded; the successful candidate will receive a tax-free stipend each year, set at the UKRI rate (£20,780 for 2025/26). We expect the stipend to increase each year. Tuition fees will also be paid. We welcome applications from home and overseas applicants.

Sustainability has become a priority for the fashion industry as consumer behavior remains deeply rooted in fast fashion trends and unsustainable practices. The concept of digital sustainability refers to the use of digital tools to promote sustainable behaviours including the use of technology to support informed decisions (i.e virtual fitting rooms) or the use of digital media to communicate sustainable messages. Previous research has demonstrated that consumers lack specific information with regards to what sustainability entails. As a consequence, they often struggle to make sustainable choices due to the complexity of the supply chain, lack of transparency, and limited information on the environmental footprint of their purchases. Current solutions for promoting sustainable behaviors are often passive and fail to meet consumers where they are, whether online, in retail spaces, or in public environments. This research addresses the gap in designing and deploying AI agents tailored to enhance consumer engagement with sustainable fashion by integrating them into everyday touchpoints in the fashion ecosystem.
 
AI agents, such as virtual assistants, chatbots, or personalised recommendation systems, provide real-time recommendations, nudges, and education tailored to individual consumers while also creating seamless integration into both private (e.g., online platforms, fitting rooms) and public (e.g., retail kiosks, digital billboards, immersive or interactive installations) spaces. This project explores how AI powered agents can be integrated into the fashion consumption experience across both private and public spaces - spanning personalised online platforms, virtual fitting rooms, interactive retail kiosks, and immersive public installations. By leveraging AI-driven personalisation and interactive experiences, the project aims to influence consumer choices and reduce the environmental impact of fashion consumption by promoting sustainable behaviors such as mindful purchasing, circular fashion practices, and reduction of fast fashion consumption.  Through an in-depth analysis of consumer perceptions and aspirations of AI agents, the project will develop innovative design concepts that promote sustainable fashion behaviours. These conceptual scenarios will serve as a foundation for future implementation, providing actionable insights to bridge the attitude-behavior gap in sustainable fashion consumption and influencing the strategies of fashion marketers and retail designers.

Applicants should have, or expect to achieve, at least a 2.1 honours degree or a master’s (or international equivalent) in a relevant science or engineering related discipline.

To apply, please contact the supervisors Dr. Courtney Chrimes - courtney.chrimes@manchester.ac.uk and Dr. Marta Blazquez Cano - marta.blazquezcano@manchester.ac.uk. Please include details of your current level of study, academic background and any relevant experience and include a paragraph about your motivation to study this PhD project.

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