Generational differences in perceptions of AI-generated reviews in onlinetextile purchases: implications for sustainable digital consumption

The digitalisation of consumer environments, fueled by artificial intelligence (AI), is reshaping how individuals interact with information and make purchasing decisions. Online reviews – especially those generated by AI – have become a key source of influence across generations. This study investigates how generational cohorts perceive AI-generated reviews and the implications for responsible digital consumption. By examining awareness, trust, and intention to use such reviews, this paper highlights how AI can both enhance transparency and risk undermining consumer trust. The findings suggest that while digital natives are more open to AI-generated content, older generations express skepticism, which has implications for fostering sustainable consumption practices in the digital age. The study calls for greater transparency, education, and ethical design of AI-driven platforms to align with Sustainable Development Goal 12 (Responsible Consumption and Production). This research focuses on online reviews related to textile products, exploring how AI-generated content influences consumer trust and sustainable choices in the textile industry.