Exploring Virtual Fashion Consumption through the Emotional Three-Level Theory: Reflections on Sustainable Consumer Behavior

Abstract

The fast fashion industry has been widely criticized for its substantial consumption of resources and significant environmental pollution. In contrast, virtual fashion clothes are attracting attention from consumers and academics for their notable sustainability benefits and potential for fashion innovation. However, research on consumer acceptance of virtual clothes and the role of sustainability remains limited. This study aims to fill this gap by applying the Emotional Three-Level Theory to identify key virtual fashion attributes, including aesthetic, reality, personalization, presentation, sustainability, and inclusivity features, and evaluating their impact on acceptance using the Technology Acceptance Model (TAM). A survey of 503 Generation Z consumers in China, analyzed through structural equation modeling, reveals that perceived enjoyment, usefulness, and ease of use significantly influence the intention to adopt virtual fashion clothes. Aesthetic and realistic features enhance enjoyment, while personalization and presentation improve usefulness and ease of use. Sustainability features positively impact all three factors, promoting consumer acceptance. These findings offer theoretical insights for virtual fashion research and practical guidance for the fashion industry to leverage virtual technologies for environmental sustainability. Notably, the study emphasizes the potential of virtual clothes in promoting sustainable development in the fashion industry.