Exploring the Consumer Acceptance of Nano Clothing Using a PLS-SEM Analysis

Abstract

We use an extended framework of the technology acceptance model (TAM) to identify the most significant drivers behind the intention to buy clothes produced with nano fabrics (nano clothing). Based on survey data, we estimate an integrated model that explains this intention as being driven by attitudes, perceived usefulness, and perceived ease of use. The influences of social innovativeness, relative advantage, compatibility, and ecologic concern on perceived usefulness are tested using perceived ease of use as a mediator. We employ a partial least squares path model in WarpPLS 7.0., a predictive technique that informs policies. The results show positive effects for all the studied relationships, with effect sizes underscoring perceived usefulness, attitude, and compatibility as the most suitable targets for practical interventions. Our study expands the TAM framework into the field of nano fashion consumption, shedding light on the potential drivers of the adoption process. Explorations of the topic hold the potential to make a substantial contribution to the promotion of sustainable fashion practices.