Who Uses Virtual Wardrobes? Investigating the Role of Consumer Traits in the Intention to Adopt Virtual Wardrobes

Haeun Bang and Jin Su
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Haeun Bang: Department of Consumer, Apparel, and Retail Studies, Bryan School of Business and Economics, University of North Carolina at Greensboro, Greensboro, NC 27412, USA
Jin Su: Department of Consumer, Apparel, and Retail Studies, Bryan School of Business and Economics, University of North Carolina at Greensboro, Greensboro, NC 27412, USA

Sustainability, 2022, vol. 14, issue 3, 1-16

Abstract: Over-consumption by consumers is a significant challenge to sustainability. Technology, such as that of virtual wardrobes, can suggest options that may reduce excessive consumption. A virtual wardrobe is a service that allows users to create and manage their wardrobes digitally. It also helps users to realize what they have in their wardrobes and can recommend appropriate styles of clothing for the users based on an analysis of the wardrobe. From the perspective of consumer characteristics, this research investigates what motivates consumers to adopt and use virtual wardrobes and proposes marketing strategies for addressing these behaviors. Fishbein’s attitude theory was used as a theoretical framework. By surveying 265 U.S. college students and using structural equation modeling analysis, the study shows that consumers’ socially responsible consumption behavior and personal innovativeness in information technology positively affect their attitude toward virtual wardrobes, which, in turn, increases their intention to use virtual wardrobes. However, their personal shopping value and fashion involvement have no significant impacts on consumers’ attitudes toward virtual wardrobes. The findings indicate that marketers of virtual wardrobes should highlight social responsibility and technological innovation in product and service promotions. By gaining insight into their wardrobes, consumers can be more strategic about clothing consumption, use, and disposal.

Keywords: sustainability; digital fashion; consumer trait; apparel; virtual wardrobe; wardrobe management; personal shopping value; fashion involvement; socially responsible; personal innovativeness in information technology (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View complete reference list from CitEc
Citations: View citations in EconPapers (2)

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