From Algorithm to Reality: Exploring Chinese Consumers’ Acceptance of Physicalized AI-Generated Clothing in the Context of Sustainable Fashion

The rapid advancement of Generative Artificial Intelligence (GenAI) has enhanced fashion design creativity by introducing aesthetics beyond conventional norms. With its unique and novel aesthetics, AI-generated clothing has sparked widespread discussion on social media. However, little is known about how consumers respond when these virtual designs are transformed into wearable physical products. This study examines factors influencing Chinese consumers’ acceptance of physicalized AI-generated clothing (PAGC), which is a sustainable fashion category that improves design efficiency and enables small-scale experimental production. Grounded in the Theory of Consumption Values (TCV), eight variables across four value dimensions—functional, social, emotional, and epistemic—were identified, along with demographic characteristics. Using a non-probability voluntary sampling method, 661 valid responses from Chinese consumers were collected and analyzed through a multinomial logistic regression model. The study found that perceived algorithmic creativity, perceived novelty, and social identity are the three most influential factors on acceptance. Consumers with higher education, lower income, or fashion- and technology-related backgrounds were more likely to accept PAGC. By situating PAGC within the context of sustainable fashion innovation, this study enhances understanding of Chinese consumers’ decision-making and offers managerial insights for fashion brands striving to balance creativity and social responsibility in the GenAI era.