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Sustainable digital fashion in a metaverse ecosystem

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  • Xin, Baogui
  • Song, Yaping
  • Tan, Hui
  • Peng, Wei

Abstract

The fashion industry ranks among the top polluters globally, yet the emergence of virtual worlds offers a chance for brands to switch to digital clothing as a greener option. This research explores whether the metaverse can enhance sustainability in fashion or worsen environmental issues, especially those linked to non-fungible tokens (NFTs). We introduce a game theory model to analyze the strategic dynamics between brand manufacturers and digital fashion platforms, factoring in platforms' abilities to reduce emissions. The model uncovers how these uncertainties influence pricing, investment, and performance outcomes. Our analysis is supported by a case study on DressX, a prominent digital fashion platform, showing that digital fashion brings technological innovation and environmental advantages. Platforms with greater emission reduction capacities and their collaborators witness increased revenues. However, information asymmetry complicates strategic decision-making, and the environmental implications of digital technologies underpinning the metaverse remain a critical concern. Platforms with advanced capabilities gain a competitive edge by managing costs effectively, whereas manufacturers profit at the platforms' expense. However, there is a strategic equilibrium that benefits both sides. Our study indicates that maximizing the environmental benefits of digital fashion demands responsible actions from all stakeholders, including careful technology selection, clear communication of capabilities, cost management, and strategic cooperation. Our game theory approach, combined with a real-world case study, provides a unique perspective on the strategic and environmental dynamics of digital fashion in the metaverse, contributing to the growing body of literature on sustainable fashion and digital ecosystems.

Suggested Citation

  • Xin, Baogui & Song, Yaping & Tan, Hui & Peng, Wei, 2025. "Sustainable digital fashion in a metaverse ecosystem," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924003953
    DOI: 10.1016/j.jretconser.2024.104099
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