Reimagining Materiality: Responsible and Experiential VR Design for Fashion E-Commerce in India

This research explores how fashion brands can replicate touch and garment materiality through digital design strategies to engage Gen Z shoppers in India, addressing the sensory absence in e-commerce. Using an interpretivist, qualitative, multi-method approach involving eight semi-structured interviews and five participant observations, the study investigates how Virtual Reality (VR) can enhance emotional engagement and responsible consumption in fashion retail. Guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and the Technology Acceptance Model (TAM), findings show that gamification, interactivity, and personalisation—combined with transparency and brand trust—drive consumer acceptance. The study highlights the importance of inclusive and culturally sensitive VR design that considers accessibility, affordability, and infrastructural realities of the Global South. By framing VR-enabled fashion e-commerce as an experiential and responsible design approach, the research reimagines materiality, emotion, and engagement within India’s evolving digital retail landscape.