From AI chatbot-enabled knowledge management to sustainable luxury consumption: the moderating role of need for uniqueness

Purpose This study investigates how AI chatbot-driven knowledge management, through knowledge acquisition, sharing, and application, influences sustainable luxury fashion consumption. It examines the psychological process from attitude formation to behavior and the moderating role of need for uniqueness. Design/methodology/approach A survey in Ho Chi Minh City collected 446 responses from consumers engaging with chatbots and luxury brands. PLS-SEM (SmartPLS 4) was used for data analysis. Findings Knowledge acquisition and sharing were positively associated with multidimensional attitudes toward sustainable luxury fashion, whereas knowledge application was not significant. Attitude was positively associated with purchase intention and sustainable luxury consumption, while need for uniqueness strengthened the attitude-intention relationship. Originality/value This study extends AI-enabled knowledge management to consumer–brand interactions by integrating differentiated knowledge processes, multidimensional attitudes, and need for uniqueness within the C-A-C framework. The paper provides actionable insights for luxury brands to create personalized, engaging and sustainable consumer experiences.