Exploring the role of twin transformation in shaping consumer behavior: A case study of virtual try-on technology in sustainable fashion

Abstract

Due to the increasingly popular sustainable growth trend, under the pressure of digital transformation and sustainable transformation, the fashion industry is undergoing major changes to match the trends of sustainable environmental protection. This twin transformation has become one of the top concerns of businesses, manufacturers and retailers doing business in this field. This modern technology allows users to visualize fashion products on virtual models before they make a purchasing decision. This technology contributes to minimizing resource waste, avoiding overproduction and environmental pollution from the fashion industry. Realizing that there are many aspects that can be exploited from this issue, this study was constructed to find the effect of twin transformation on consumer behavior in the context of sustainable development through practical examination of Virtual Try-on application in the fashion section. This study gathered the responses of 282 survey participants from generation Y and generation Z. They are people aged from 18 to 43 years old, living and working in Ho Chi Minh City, Vietnam. After collecting and screening valid samples, the authors conducted analysis of the measurement model and structural model using SmartPLS software. Research results show that consumer perceptions of twin transformation (including digital transformation and sustainable transformation) has a strong impact on customers' behavioral intentions in using Virtual Try-on technology. Additionally, the study emphasizes the important role of subjective norms in influencing consumer behavior in using VTO technology. Consumers' behavioral intention to use this technology is thought to be significantly influenced by their subjective norms and attitudes regarding it. In summary, the study's findings and outcome advance our knowledge of how consumer behavior in the fashion sector is impacted by twin transformations (including digital transformation and sustainable transformation) . In addition, this research makes contributions to practice, suggesting businesses on how to apply and take advantage of VTO technology into their business plans to meet the dual needs of convenience of digital transformation and ensure sustainability. Thereby, it can create a competitive advantage for businesses, attracting more consumers to use and purchase their goods.