Over-consumption by consumers is a significant challenge to sustainability. Technology, such as that of virtual wardrobes, can suggest options that may reduce excessive consumption. A virtual wardrobe is a service that allows users to create and manage their wardrobes digitally. It also helps users to realize what they have in their wardrobes and can recommend appropriate styles of clothing for the users based on an analysis of the wardrobe. From the perspective of consumer characteristics, this research investigates what motivates consumers to adopt and use virtual wardrobes and proposes marketing strategies for addressing these behaviors. Fishbein’s attitude theory was used as a theoretical framework. By surveying 265 U.S. college students and using structural equation modeling analysis, the study shows that consumers’ socially responsible consumption behavior and personal innovativeness in information technology positively affect their attitude toward virtual wardrobes, which, in turn, increases their intention to use virtual wardrobes. However, their personal shopping value and fashion involvement have no significant impacts on consumers’ attitudes toward virtual wardrobes. The findings indicate that marketers of virtual wardrobes should highlight social responsibility and technological innovation in product and service promotions. By gaining insight into their wardrobes, consumers can be more strategic about clothing consumption, use, and disposal.

This research explores the dressing patterns of two generations of women with similar educational levels, and both located in the upper Midwest, USA. Based upon a review of the theories about dressing, the expectation was that differences in patterns of dressing would arise between the two groups that differed in age and generational cohort group. This is significant in today’s milieu in which sustainable best practices from fast to slow fashion are encouraged and differences in generational groups could change the approach to intervention. The total sample of 115 females included two groups, the first numbered 55 with an average age of 73 years and the second numbered 60 with an average age of 20 years. Participants responded to a survey focused on the contemporary American woman. The two groups were asked the same questions about how they desired to appear, how they strategized about their wardrobe and putting together of ensembles, and their shopping patterns. Analysis included a comparison of responses of each group. There were a few differences in patterns of dressing based upon age and generational cohort group, but the number of similarities pointed to other influences such as the similar location of the two groups.

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