Digitalization as a Provider of Sustainability?—The Role and Acceptance of Digital Technologies in Fashion Stores

Abstract

Digitalization, as well as sustainability, are gaining increased relevance and have attracted significant attention in research and practice. However, the research already published about this topic examining digitalization in the retail sector does not consider the acceptance of related innovations, nor their impact on sustainability. Therefore, this article critically analyzes the acceptance of customers towards digital technologies in fashion stores as well as their impact on sustainability in the textile industry. The comprehensive analysis of the literature and the current state of research provide the basis of this paper. Theoretical models, such as the Technology-Acceptance-Model (TAM) and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) enable the evaluation of expectations and acceptance, as well as the assessment of possible inhibitory factors for the subsequent descriptive and statistical examination of the acceptance of digital technologies in fashion stores. The research on this subject was examined in a quantitative way. The key findings show that customers do accept digital technologies in fashion stores. The final part of this contribution describes the innovative Digitalization 4 Sustainability Framework which shows that digital technologies at the point of sale (PoS) in fashion stores could have a positive impact on sustainability. Overall, this paper shows that it is particularly important for fashion stores to concentrate on their individual strengths and customer needs as well as to indicate a more sustainable way by using digital technologies, in order to achieve added value for the customers and to set themselves apart from the competition while designing a more sustainable future. Moreover, fashion stores should make it a point of their honor to harness the power of digitalization for sake of sustainability and economic value creation.