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The purpose of this study was to improve our understanding of teen consumers’ adoption of virtual fashion. Specifically, the study assessed the effects of individual variables, including fashion innovativeness and peer pressure, on needs gratification, attitudes and adoption of virtual fashion worlds (VFWs) among teen girl consumers.

An online survey was designed and administered to a convenience sample of female teens. Empirical analyses were performed on 177 valid responses. Structural equation modeling was used to test all hypotheses.

The results revealed that adoption of VFWs in the sample was affected significantly by teen female consumers’ needs gratification, attitudes about VFWs and fashion innovativeness. However, peer pressure had no effects.

The emergence of different types of virtual worlds has influenced the way in which business is conducted, and VFWs are a popular trend. However, no studies have examined consumers’ adoption of VFWs that promote fashion using avatars and offer similar styles for teens in the real world. The study adds to existing literature related to consumers’ adoption of innovations by integrating communication, sociological and innovation adoption theories.