LUT Business School's research indicates that augmented reality (AR) can substantially reduce the environmental footprint of fashion e-commerce. AR addresses the pressing issue of high return rates, a significant environmental and business concern due to waste generation and associated costs. Junior Researcher Virginie Lavoye highlights that AR allows consumers to virtually try on products, bridging the gap between online expectations and in-store experiences. This enhanced shopping experience fosters informed choices, reduced waste, and prolonged product lifecycles, supporting eco-conscious shopping. Brands leveraging AR can not only bolster brand loyalty but also promote sustainable consumer behavior.