2025, Vol. 6, Issue 1, Part J
Decentralization in the fashion metaverse: Consumer motivations and the drive towards adoption
Author(s): Deep Sagar Verma and Ankita Pareek
Abstract: The fashion industry is undergoing a transformative shift through its integration with the Metaverse—a decentralized, immersive digital environment powered by Web 3.0 technologies such as blockchain, NFTs, and artificial intelligence. This study explores the impact of decentralization on consumer behavior in virtual fashion ecosystems, focusing on motivations such as self-expression, identity, sustainability, and digital ownership. Using a qualitative thematic analysis supported by industry reports and a consumer survey of 186 participants aged 18-35, the research reveals that digital fashion is increasingly embraced not for financial speculation but for emotional, aesthetic, and social engagement. Key findings indicate that decentralized platforms empower consumers through participatory design, tokenized ownership, and direct interaction with brands. The paper highlights leading fashion brands’ strategic moves into virtual spaces and presents implications for industry innovation, regulatory development, and future research into sustainable digital fashion practices. The Metaverse is positioned not as a passing trend, but as a structural redefinition of fashion’s production, consumption, and cultural relevance.
DOI: 10.22271/27084515.2025.v6.i1j.546
Pages: 924-930 | Views: 96 | Downloads: 51
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How to cite this article:
Deep Sagar Verma, Ankita Pareek. Decentralization in the fashion metaverse: Consumer motivations and the drive towards adoption. Asian J Manage Commerce 2025;6(1):924-930. DOI: 10.22271/27084515.2025.v6.i1j.546
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