“This research examines how artificial intelligence can support more effective and culturally appropriate circular system design for second-hand clothing. Although second-hand clothing is widely promoted as a sustainable solution, poorly matched or low-quality flows often result in waste, local environmental burdens, and social tensions when cultural beliefs and practices are ignored.

The study adopts a mixed-methods, multi-country approach across Mongolia, Japan, and a Western context. It investigates how cultural and personal beliefs influence behaviors such as donation, resale, exchange, storage, and disposal, and how these behaviors shape the composition and outcomes of circular clothing flows. Belief-based segments are identified and linked to observable patterns within circular supply chains.”

This research focuses on developing a new clothing selection education system by using a Buddhist psychological perspective and a system approach to enhance clothing longevity and address the environmental impact caused by the fashion industry. By deepening wearers’ self-understanding, this system aims to encourage them to select clothing that “genuinely” suits them, rather than what they “believe” suits them—choices often influenced by external factors such as trends. This approach will promote a new form of consumption by shifting away from short-term usage-driven consumer behavior and offer a novel perspective that provides new insights into conventional Western viewpoints.