Consumer Behavior

From Virtual to The Real World: Employing Digital Nudges and Immersive Shopping Experience to Promote the Adoption of Eco Clothing

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Abstract

The fashion industry faces persistent sustainability challenges, including a notable attitude–behavior gap among young consumers. Virtual reality (VR) offers a promising pathway to address this gap by shaping decision-making through immersive experiences. This study develops a conceptual framework explaining how fashion brands can leverage VR to promote sustainable apparel choices. Using a theory synthesis approach, the framework integrates nudging, behavioral spillover, elaboration likelihood, cue utilization, and transportation imagery theories. It proposes that digital eco-nudges in VR influence both virtual and real-world purchases, moderated by spatial presence, environmental concern, and VR familiarity. The study highlights implications for brands, policymakers, and sustainability education.

 
 

Keywords: digital nudging, virtual reality, sustainable clothing

How to Cite:

Nasibli, N., Karpova, E. E. & Su, J., (2025) “From Virtual to The Real World: Employing Digital Nudges and Immersive Shopping Experience to Promote the Adoption of Eco Clothing”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21962