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

The University of Manchester is offering a fully funded PhD project focused on designing AI agents to enhance sustainable fashion consumption. The research aims to address consumer challenges in making sustainable choices by integrating AI tools into various retail and online environments. Applicants should have a relevant degree and will receive a stipend and tuition coverage. Interested candidates are encouraged to contact the project supervisors before applying.
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.EligibilityApplicants 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.FundingThis PhD project is fully funded for home students; the successful candidate will receive a tax free stipend each year, set at the UKRI rate (£19,237 for 2024/25). We expect the stipend to increase each year. Tuition fees will also be paid. Before you applyWe strongly recommend that you contact the supervisor(s) for this project before you apply. 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.How to applyApply online through our website: https://uom.link/pgr-apply-2425 When applying, you’ll need to specify the full name of this project, the name of your supervisor, if you already having funding or if you wish to be considered for available funding through the university, details of your previous study, and names and contact details of two referees. Your application will not be processed without all of the required documents submitted at the time of application, and we cannot accept responsibility for late or missed deadlines. Incomplete applications will not be considered. After you have applied you will be asked to upload the following supporting documents: Final Transcript and certificates of all awarded university level qualificationsInterim Transcript of any university level qualifications in progressCVSupporting statement: A one or two page statement outlining your motivation to pursue postgraduate research and why you want to undertake postgraduate research at Manchester, any relevant research or work experience, the key findings of your previous research experience, and techniques and skills you’ve developed. (This is mandatory for all applicants and the application will be put on hold without it).Contact details for two referees (please make sure that the contact email you provide is an official university/work email address as we may need to verify the reference)English Language certificate (if applicable)If you have any questions about making an application, please contact our admissions team by emailing FSE.doctoralacademy.admissions@manchester.ac.uk. Equality, diversity and inclusion is fundamental to the success of The University of Manchester, and is at the heart of all of our activities. We know that diversity strengthens our research community, leading to enhanced research creativity, productivity and quality, and societal and economic impact. We actively encourage applicants from diverse career paths and backgrounds and from all sections of the community, regardless of age, disability, ethnicity, gender, gender expression, sexual orientation and transgender status. We also support applications from those returning from a career break or other roles. We consider offering flexible study arrangements (including part-time: 50%, 60% or 80%, depending on the project/funder).