Exploring Consumers' Perception of the Use of Virtual Reality (VR) for Fashion Shopping

Abstract: As technology continues to rapidly develop, the realization of Virtual Reality (VR) stores is coming into view for various businesses and industries. As customers today are becoming more aware of their purchasing behaviour and the impact their products have on the environment, it puts pressure on the fashion industry to meet these requirements and needs by developing or adopting new technologies to their practices. In order to try to reduce the sustainability impact of the fashion industry the creation of VR fashion stores may play a role in reducing the need for physical stores, pre-production of clothes, and reducing transportation to reduce the environmental impact. The purpose of this study is to fill the knowledge gap regarding consumers' perceptions of using VR for personal fashion shopping, as well as to explore how consumers perceive the sustainability aspect of VR when considering it as a means to shop for fashion. A theoretical framework regarding this was developed based primarily on the Unified Theory of Acceptance and Use of Technology (UTAUT) model and the Theory of Planned Behavior (TPB). Twelve semi-structured interviews were conducted and then thematically analysed to develop codes and themes related to the research questions. The findings suggest that there is great acceptance of and interest in VR fashion shopping among participants. Participants expected it to become a reality in the future and to become an alternative way of shopping in society. Regarding the perception of the sustainability aspect that VR fashion shopping brings, the study participants noted that they embrace and approve it. However, cost and technological advancements and experiences are of primary importance to them. Future research should focus on conducting wider research regarding VR fashion shopping, as there was an apparent indication that it was accepted by all and something people would choose to use if the technology and opportunity were available.