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Family businesses do not perpetuate themselves. Entrepreneurs must nurture and propagate the values that led to the creation of the very thing most precious to them‐their business.This of course depends on stability. Nor do these cherished values propagate themselves. To be made meaningful for others, and for future generations, family experiences, values, and achievements must be communicated to others via language, narrative and storytelling, or other forms embedded in the narrative such as symbols. Often a variety of different socially constructed stories may be necessary contingent upon situation, purpose, or need.

Digital-only fashion represents an ideal fusion of sustainability and fashionability, garnering growing interest among fashion professionals. However, there is a noticeable gap in research focusing on digital-only fashion acceptance among consumers. Hence, this study aims to empirically examine consumers’ motivations, evaluations and acceptance of digital-only fashion based on the Functional Theory of Attitudes.

A US-based research agency was hired to collect data, resulting in 247 completed survey responses. Data analysis was conducted using the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach.

Testing results highlight that consumer acceptance of digital-only fashion is directly influenced by both overall attitude and self-expressive attitude. Self-expression is particularly pivotal in digital-only fashion acceptance. Adorning avatars and dressing realistic on-screen bodies are distinct yet complementary aspects of using digital-only fashion. Consumers with positive environmental beliefs about digital-only fashion are concerned about how well digital-only fashion items allow them to express such beliefs.

This study innovatively applied the functional theory of attitudes to the emerging domain of digital-only fashion and identified consumers’ four functional attitudes toward digital-only fashion, along with the underlying motivations served by each functional attitude. Furthermore, this study provides valuable practical insights across the digital-only fashion value chain.