Abstract
Today, consumers are overwhelmed by their overflowing wardrobes and are encouraged to purchase new clothing without considering what they have, what they wear, and what they need. Technology, such as a virtual wardrobe, can suggest an option to organize their wardrobes and reduce reckless consumption. This research investigates what motivates consumers to use virtual wardrobes and proposes marketing strategies to address these behaviors. This research utilizes Fishbein and Ajzen’s Theory of Reasoned Action (TRA) as a theoretical framework. The study proposes that consumers’ shopping values, fashion involvement, socially responsible consumer behavior, and personal innovativeness in information technology impact their attitudes toward virtual wardrobes and their intentions to use them. This study can provide evidence that personal innovativeness in information technology and socially responsible consumer behavior are the main drivers of positive attitudes toward virtual wardrobes.
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