Textile and Apparel Industries

Diffusion of Digital Product Passports: A Focus on Consumer Knowledge and Acceptance

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Abstract

This study applies the Diffusion of Innovation (DOI) theory and the Technology Acceptance Model (TAM) to investigate how Subjective Knowledge (SK), Environmental Concern (EC), and Technological Innovativeness (TI) influence consumer acceptance (ACP) of Digital Product Passports (DPPs) in the fashion industry. These factors are conceptualized as antecedents of perceived usefulness (PU) and perceived ease of use (PEOU). Survey data from U.S. consumers (N = 93) were analyzed using exploratory factor analysis and structural equation modeling. The results indicate that SK significantly enhances PEOU, whereas EC and TI positively affect PU. PU emerges as the strongest predictor of DPP acceptance. Furthermore, consumers demonstrate greater interest in DPPs for mass-market brands than for luxury brands, reflecting higher expectations for transparency in everyday purchases. Overall, the study contributes to understanding eco-technology adoption and offers practical guidance for advancing DPP diffusion through consumer education and sustainability-oriented communication.

Keywords: Digital Product Passport (DPP); Consumer Knowledge; Environmental Concern; Technological Innovativeness.

How to Cite:

Zhao, R. & Liu, C., (2025) “Diffusion of Digital Product Passports: A Focus on Consumer Knowledge and Acceptance”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21433