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Abstract In an effort to reduce the negative impact of clothing manufacturing on the environment, a number of international clothing brands have made strides towards engaging in more environmentally-sustainable behaviours. However, further research is still needed in order to understand the effects of these efforts on consumer perception and decision-making in the case of sustainable clothing. This study examines the role of visual information (VI) associated with sustainable clothing on a website, and the perceived intelligence of voice assistants (PIVA), in influencing consumers’ purchase behaviour (PB) when shopping online for sustainable clothing. 2656 valid samples were collected and analysed using correlation analysis, factor analysis, and regression analysis. The results indicate that VI and PIVA both significantly influence consumers’ positive attitudes and PB towards sustainable clothing. Furthermore, the significant effect of these two factors on PB, through positive attitude towards sustainable clothing, are moderated by knowledge of sustainability issues. This paper therefore provides theoretical implications for sustainable clothing online retailing by testing the relationship between relevant variables. The findings also contribute to brand retailers improving their consumers’ decision-making and strengthening the perception-behaviour relationship in sustainable clothing shopping.
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