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Purpose This paper aims to understand the underlying motivations and factors that drive millennials to embrace smartwatches as fashionable accessories, health monitoring tools and eco-friendly alternatives. Design/methodology/approach In June–July 2022, a cross-sectional study was conducted, gathering 285 complete responses through an online survey using convenience sampling. These responses were then analyzed to obtain valuable insights using structural equation modeling. Findings This study’s findings confirm the mediation effect of fashion innovativeness on the relationship between subjective norms and attitudes toward smartwatch usage ( b = 0.034, lower limit confidence interval (LLCI) = 0.007, upper limit confidence interval (ULCI) = 0.086, p = 0.015). In addition, it highlights the mediating role of healthology in the association between subjective norms and attitudes toward using smartwatches ( b = 0.062, LLCI = 0.006, ULCI = 0.151, p = 0.029). Research limitations/implications This research has limitations in terms of sample representativeness, self-reported data, cultural and regional factors and technological advancement. Practical implications Understanding millennials’ motivations behind smartwatch usage has implications for marketers, designers and manufacturers in targeting this generation effectively. By highlighting smartwatches’ fashion-forward and health-conscious aspects, companies can appeal to millennials’ preferences and develop innovative features that align with their values. Social implications This study provides validation for the increased level of environmental concerns among millennials, emphasizing its substantial influence on their purchasing decisions when it comes to smartwatches. Furthermore, it highlights that health-consciousness holds greater significance than fashion-forwardness as a determining factor for consumers of smartwatches. Originality/value This pioneering study explores the adoption intentions of smartwatch usage, examining it from the unique perspectives of health theology and environmental concerns. By delving into these novel dimensions, the research fills a significant gap in the existing literature. It contributes to a deeper understanding of the factors influencing millennials’ decision-making processes when embracing smartwatches.
Gadge et al. (Mon,) studied this question.