Norms, innovation, and fashion: Decoding consumer interest in 3D-printed clothing

Despite rising environmental awareness, consumer adoption of sustainable innovations like 3D-printed clothing remains low, highlighting a persistent attitude – behavior gap. This study introduces the Dual Norms Model (DNM), which integrates the Theory of Planned Behavior (TPB) and Diffusion of Innovation (DOI) theory while distinguishing between social norms (perceived expectations) and behavioral norms (observed peer actions). Survey data from 221 participants analyzed using PLS-SEM reveal that behavioral norms – not social norms – significantly mediate the influence of key innovation attributes (e.g. environmental benefit, compatibility, trialability) on adoption intention. These findings address limitations in TPB and DOI and suggest that marketing sustainable innovations should emphasize peer modeling over moral or informational appeals. The DNM offers a stronger framework for understanding sustainable adoption under uncertainty.