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Blockchain Technology in the Fashion Industry: Virtual Propinquity to Business

Singh, Harjit; Jain, Gettika; Kumar, Nishant; Hashimy, Loha; Shrivastava, Archana

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Harjit Singh

Nishant Kumar

Loha Hashimy

Archana Shrivastava


The concept of fashion has been coupled with technology, where technology has become the protagonist. The transparency between an organization and a customer works as a catalyst, and the customer has taken a more mainstream role. With blockchain technology, companies can reconnect with customers and customers can track the journey of a product from its raw materials to the finished goods. The primary focus of the study is on services and data collected from the following sectors, namely fashion, apparel, and online platforms. The author's main goals are (1) to illustrate an overview of how big data is transforming the service industry, especially the fashion and design sector, and (2) to present various mechanisms adopted in the service industry. The study aims to investigate a model that fits through EXT-TAM and uses additional attributes of blockchain technology with a special reference to fashion apparel. The findings of this study depict a model, where PEOU, PU, and attitude are the major constructs and present a win-win scenario for both the customer and the organization.


Singh, H., Jain, G., Kumar, N., Hashimy, L., & Shrivastava, A. (2022). Blockchain Technology in the Fashion Industry: Virtual Propinquity to Business. Journal of Electronic Commerce in Organizations, 20(2), 1-21.

Journal Article Type Article
Acceptance Date Aug 17, 2022
Publication Date Aug 26, 2022
Publicly Available Date May 30, 2023
Journal Journal of Electronic Commerce in Organizations
Print ISSN 1539-2937
Electronic ISSN 1539-2929
Publisher IGI Global
Peer Reviewed Peer Reviewed
Volume 20
Issue 2
Pages 1-21
Keywords Attitude; Blockchain Technology; Technology Acceptance Model; Traceability; Transparency
Publisher URL


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