Biofibre explorer: An augmented reality (AR) tool to promote circularity through material knowledge

Augmented Reality (AR), which overlays digital information on the physical world, is frequently used in textile retail to improve shopping experiences by simulating product appearance and enabling virtual customisation. While these applications foster brand engagement and purchasing decisions, they largely promote consumption rather than encouraging circular behaviours. This study introduces the AR Biofibre Explorer, an innovative tool designed to reconnect consumers with materials and processes by demonstrating the wet spinning process for producing cellulose-based textiles. Through a mixed-methods evaluation, we reveal how the tool enhances understanding of material origins and their applications, promoting informed decisions and circular practices. Aligning with the [Theoretical Framework anonymised for review], the tool incorporates dimensions such as learning, attachment, competence, and playfulness. This research establishes AR as a means to foster sustainability and circularity in fashion by bridging material knowledge gaps, enhancing consumer engagement, and enabling sustainable consumption choices.