Sustainability and Social Responsibility

The Dual Influence of Avatar Identification on Sustainable Apparel Consumption and Brand Equity in the Metaverse

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Abstract

The metaverse has emerged as a transformative platform for fashion brands, enabling immersive, identity-driven consumer engagement. Although avatars are central to virtual self-representation, limited research has examined how avatar identification translates into real-world outcomes, particularly sustainable apparel consumption. Grounded in the Proteus Effect, this study proposes a dual-path framework examining personal identification (similarity-based avatars and self-image congruence) and social identification (idealized avatars and group inclusiveness) as predictors of sustainable consumption intentions and brand equity. A total of 447 U.S. participants created avatars for a virtual sustainable fashion event before completing a survey. Results revealed that both personal and social identification pathways significantly increased sustainable apparel consumption intentions and overall brand equity. Extending the Proteus Effect to fashion and sustainability contexts, this research demonstrates that digital self-representation is not merely symbolic but can meaningfully shape attitudes and behavioral intentions beyond virtual environments.

Keywords: inclusive sportswear, developmental disabilities, adaptive apparel design, children's active wear, inclusive design

How to Cite:

Shin, E. & Son, J., (2025) “The Dual Influence of Avatar Identification on Sustainable Apparel Consumption and Brand Equity in the Metaverse”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22034