Virtual try-on for sustainable fashion retail

Mitigating return waste through consumer decision accuracy under privacy concerns

Datos Bibliográficos

ID23312422
AutoresShifa Sheikh (Yenepoya University), S M Riha Parvin (0000-0003-4030-6445, Yenepoya University, autor de correspondencia), Safa Sayeed (Yenepoya University), Niyaz Panakaje (0000-0003-4568-1658, Yenepoya University)
Año2026
Volumen12
Páginas102027
Fecha de publicación2026-12-01
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaSustainable Futures (JOURNAL)
Identificadores de la revistaISSN: 2666-1888
EditorialElsevier BV (PUBLISHER)
DOI10.1016/j.sftr.2026.102027
OpenAlexW7169796205
IdiomaEN
Referencias citadas39

Virtual Try-On (VTO) technology has emerged as a promising solution for reducing high product return rates in online fashion retail, which contribute significantly to environmental waste. This study examines how VTO improves product selection accuracy and reduces return-related waste while considering the influence of consumer data privacy concerns. Drawing on the Technology Acceptance Model and Privacy Calculus Theory, the study adopts a mixed-methods approach involving survey data from 402 online fashion shoppers in India and semi-structured interviews for deeper consumer insights. The findings reveal that VTO significantly enhances consumers’ confidence in selecting suitable products, leading to fewer product returns and lower return-related waste. Product selection accuracy further mediates the relationship between VTO usage and returns reduction. However, concerns regarding personal data collection and privacy reduce consumers’ willingness to fully engage with VTO technologies. The qualitative findings additionally show that consumers value VTO for minimizing uncertainty related to size and fit, although apprehensions about biometric and personal data sharing remain important barriers. The study contributes theoretically by integrating technology adoption, privacy concerns, and sustainability outcomes within the context of digital fashion retailing. Practically, it highlights the need for online retailers to develop transparent, secure, and user-friendly VTO systems that enhance consumer trust while supporting sustainable e-commerce practices.

Clothing · Consumer privacy · Decision support system · Information privacy · Key (lock) · Sustainability · Sustainable development · Environmental Sustainability in Business · Sustainable Supply Chain Management · Urban and Freight Transport Logistics