AMTP Proceedings 2026

Document Type

Conference Proceeding

Publication Date

Spring 2026

Abstract

This research examines Generation Z’s (Gen Z) willingness to spend on digital fashion in the metaverse, comparing preferences for avatar-based consumption versus physical consumption for the self. Drawing on generational cohort theory and identity-based consumption, the study proposes that Gen Z consumers—who are deeply embedded in digital environments—place greater value on avatar identity and self-expression in virtual spaces. Using a between-subjects experimental design, participants from Gen Z and older cohorts evaluate their willingness to purchase digital fashion for their avatars versus identical physical items for themselves. We predict that Gen Z will exhibit a significantly higher willingness to spend on digital fashion for avatars, driven by the perceived importance of avatar identity. Mediation analysis is expected to confirm avatar identity as a key underlying mechanism. This research contributes to emerging literature on digital consumption and highlights the role of identity in shaping value perceptions in virtual environments, offering managerial insights for brands targeting Gen Z in the metaverse.

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