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Digitalization, as well as sustainability, are gaining increased relevance and have attracted significant attention in research and practice. However, the research already published about this topic examining digitalization in the retail sector does not consider the acceptance of related innovations, nor their impact on sustainability. Therefore, this article critically analyzes the acceptance of customers towards digital technologies in fashion stores as well as their impact on sustainability in the textile industry. The comprehensive analysis of the literature and the current state of research provide the basis of this paper. Theoretical models, such as the Technology-Acceptance-Model (TAM) and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) enable the evaluation of expectations and acceptance, as well as the assessment of possible inhibitory factors for the subsequent descriptive and statistical examination of the acceptance of digital technologies in fashion stores. The research on this subject was examined in a quantitative way. The key findings show that customers do accept digital technologies in fashion stores. The final part of this contribution describes the innovative Digitalization 4 Sustainability Framework which shows that digital technologies at the point of sale (PoS) in fashion stores could have a positive impact on sustainability. Overall, this paper shows that it is particularly important for fashion stores to concentrate on their individual strengths and customer needs as well as to indicate a more sustainable way by using digital technologies, in order to achieve added value for the customers and to set themselves apart from the competition while designing a more sustainable future. Moreover, fashion stores should make it a point of their honor to harness the power of digitalization for sake of sustainability and economic value creation.
Digitalization, as well as sustainability, are gaining increased relevance and have attracted significant attention in research and practice. However, the research already published about this topic examining digitalization in the retail sector does not consider the acceptance of related innovations, nor their impact on sustainability. Therefore, this article critically analyzes the acceptance of customers towards digital technologies in fashion stores as well as their impact on sustainability in the textile industry. The comprehensive analysis of the literature and the current state of research provide the basis of this paper. Theoretical models, such as the Technology-Acceptance-Model (TAM) and the Unified Theory of Acceptance and Use of Technology 2 (UTAUT 2) enable the evaluation of expectations and acceptance, as well as the assessment of possible inhibitory factors for the subsequent descriptive and statistical examination of the acceptance of digital technologies in fashion stores. The research on this subject was examined in a quantitative way. The key findings show that customers do accept digital technologies in fashion stores. The final part of this contribution describes the innovative Digitalization 4 Sustainability Framework which shows that digital technologies at the point of sale (PoS) in fashion stores could have a positive impact on sustainability. Overall, this paper shows that it is particularly important for fashion stores to concentrate on their individual strengths and customer needs as well as to indicate a more sustainable way by using digital technologies, in order to achieve added value for the customers and to set themselves apart from the competition while designing a more sustainable future. Moreover, fashion stores should make it a point of their honor to harness the power of digitalization for sake of sustainability and economic value creation.
Transcending the conventional debate around efficiency in sustainable consumption, anti-consumption patterns leading to decreased levels of material consumption have been gaining importance. Change agents are crucial for the promotion of such patterns, so there may be lessons for governance interventions that can be learnt from the every-day experiences of those who actively implement and promote sustainability in the field of anti-consumption. Eighteen social innovation pioneers, who engage in and diffuse practices of voluntary simplicity and collaborative consumption as sustainable options of anti-consumption share their knowledge and personal insights in expert interviews for this research. Our qualitative content analysis reveals drivers, barriers, and governance strategies to strengthen anti-consumption patterns, which are negotiated between the market, the state, and civil society. Recommendations derived from the interviews concern entrepreneurship, municipal infrastructures in support of local grassroots projects, regulative policy measures, more positive communication to strengthen the visibility of initiatives and emphasize individual benefits, establishing a sense of community, anti-consumer activism, and education. We argue for complementary action between top-down strategies, bottom-up initiatives, corporate activities, and consumer behavior. The results are valuable to researchers, activists, marketers, and policymakers who seek to enhance their understanding of materially reduced consumption patterns based on the real-life experiences of active pioneers in the field.