Sustainable fashion through the lens of AR/VR: conceptual framework

Purpose This study proposes a novel consumer-centric conceptual framework for sustainable fashion consumerism in India that incorporates digital fashion and augmented reality/virtual reality. It combines the most significant constructs of the technology acceptance model (TAM), the information systems success model (ISSM) and the innovation diffusion theory (IDT) to present an overall view of the determinants of adoption intentions. Design/methodology/approach Using PRISMA 2020 guidelines, a systematic literature review and two-stage meta-analysis were applied. Due to the novelty of AR/VR in sustainable fashion, a construct-level approach was employed, involving the analysis of 29 empirical studies. Two methods of analysis were applied: path-specific random-effects meta-analysis to examine hypothesised relationships and global aggregate meta-analysis of 295 effect sizes, with Jamovi used for robustness checking. Findings Construct-level analysis revealed strong, significant central TAM path correlations. Information quality’s influence on perceived usefulness was confirmed to some extent (r = 0.265). The remaining IDT and ISSM constructs (for example, system quality, trialability and compatibility) were positive but weaker in influence, due to limited research. Aggregate analysis confirmed a significant overall positive correlation (r ≈ 0.30) among all adoption constructs, albeit with considerable heterogeneity, tracing contextual factors’ significance. Research limitations/implications The work is theoretical, necessitating additional empirical research to validate the suggested paradigm across diverse populations and places. Though cross-domain coverage is necessary for reliability, it must be at the expense of context-relevant precision. Future studies must empirically test the model in sustainable fashion contexts, and cultural and sustainability-oriented moderators should be examined. Practical implications Fashion firms may utilise AR/VR to mitigate environmental effects by promoting conscientious purchasing and enhancing the consumer experience. Digital fashion platforms and virtual try-ons can greatly reduce fashion's environmental impact by cutting down on returns and overproduction. Originality/value This study introduces a new, integrative conceptual framework combining TAM, ISSM and IDT – an untested combination in the sustainable fashion AR/VR context. It is one of the first to offer quantitative, meta-analytic evidence of adoption frameworks within this field as well as a theory-based model and empirical evidence upon which to ground future research and practice.