{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,19]],"date-time":"2026-08-19T18:01:35Z","timestamp":1787162495485,"version":"build-2736575974"},"reference-count":65,"publisher":"MDPI AG","issue":"4","license":[{"start":{"date-parts":[[2023,10,25]],"date-time":"2023-10-25T00:00:00Z","timestamp":1698192000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100002888","name":"Beijing Municipal Education Commission","doi-asserted-by":"publisher","award":["SM202110011005"],"award-info":[{"award-number":["SM202110011005"]}],"id":[{"id":"10.13039\/501100002888","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>Digital fashion may instill transformative power into the fashion industry as it can simultaneously deliver fashionability and sustainability. Renowned for their innovativeness and creativity, luxury brands embrace digital fashion and achieve market success, indicating the future of digital fashion. This research aims to empirically investigate consumers\u2019 general perceptions and evaluations of digital fashion and to specifically examine consumers\u2019 purchase intention of luxury brands\u2019 digital fashion. A total of 214 responses were collected from a U.S.-based research company\u2019s consumer panel. Data were analyzed by using structural equation modeling (SEM). The results revealed that the general attitude toward digital fashion is influenced by four factors: the two specific attitudes toward outfitting avatars and dressing real people\u2019s on-screen bodies in virtual spaces, the perceived social value of digital fashion, and consumer environmental involvement. Furthermore, the general attitude and perceived social value of digital fashion directly affect the purchase intention. This study attempts to extend established theories into the emerging digital fashion context and provides insights and suggestions for digital fashion marketers, particularly for luxury fashion brands.<\/jats:p>","DOI":"10.3390\/jtaer18040099","type":"journal-article","created":{"date-parts":[[2023,10,25]],"date-time":"2023-10-25T09:54:08Z","timestamp":1698227648000},"page":"1971-1989","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":37,"title":["Examining Consumers\u2019 Perceptions of and Attitudes toward Digital Fashion in General and Purchase Intention of Luxury Brands\u2019 Digital Fashion Specifically"],"prefix":"10.3390","volume":"18","author":[{"ORCID":"https:\/\/orcid.org\/0009-0006-2299-3172","authenticated-orcid":false,"given":"Yanbo","family":"Zhang","sequence":"first","affiliation":[{"name":"Department of Textile, Apparel Design and Merchandizing, Louisiana State University, Baton Rouge, LA 70803, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8800-3112","authenticated-orcid":false,"given":"Chuanlan","family":"Liu","sequence":"additional","affiliation":[{"name":"Department of Textile, Apparel Design and Merchandizing, Louisiana State University, Baton Rouge, LA 70803, USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5040-3025","authenticated-orcid":false,"given":"Yanru","family":"Lyu","sequence":"additional","affiliation":[{"name":"Department of Digital Media Arts, School of Media and Design, Beijing Technology and Business University, Beijing 102488, China"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2023,10,25]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1177\/0276146714535932","article-title":"Sustainable markets: Motivating factors, barriers, and remedies for mobilization of slow fashion","volume":"35","author":"Atik","year":"2015","journal-title":"J. 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