Consumer Behavior

An Examination of Consumer Adoption of Digital-Only Fashion: A Functional Theory of Attitudes Perspective

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Abstract

Digital-only fashion represents an ideal fusion of sustainability and fashionability, garnering growing interest among fashion professionals. However, there is a noticeable gap in research focusing on digital-only fashion acceptance among consumers. Hence, this study aims to empirically examine consumers’ motivations, evaluations, and acceptance of digital-only fashion based on the Functional Theory of Attitudes. A US-based research agency was hired to collect data, resulting in 247 completed survey responses. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. Testing results highlight that both overall attitude and self-expressive attitude directly influence consumer acceptance of digital-only fashion. Self-expression is particularly pivotal in digital-only fashion acceptance. Adorning avatars and dressing realistic on-screen bodies are distinct yet complementary aspects of using digital-only fashion. Consumers with positive environmental beliefs about digital-only fashion are concerned about how well digital-only fashion items allow them to express such beliefs. 

Keywords: Digital fashion, digital-only fashion, sustainability, Functional Theory of Attitudes

How to Cite:

Zhang, Y. & Liu, C., (2025) “An Examination of Consumer Adoption of Digital-Only Fashion: A Functional Theory of Attitudes Perspective”, International Textile and Apparel Association Annual Conference Proceedings 81(1). doi: https://doi.org/10.31274/itaa.18573