Obsessed by the thirst for being trendy, consumers’ social media behavior has fueled hype-induced pollution. Likewise, fashion industry generates catastrophic waste and its linear business model is no longer environmentally admissible. This study investigates the determinants of DF adoption driving by sustainability attitude, using the Technology Acceptance Model (TAM) across Generations Y and Z. Since DF is a novel concept, consumer innovativeness is conceptualized as moderator variable within the research framework. Through the use of Covariance-Based Structural Equation Modeling (CB-SEM) with data collected from 240 respondents, we establish that sustainability attitude strongly influences perceived usefulness and ease of use. A clear-cut generational gap reveals that adoption by Gen Y is driven by perceived usefulness (as functional utility), while adoption by Gen Z is driven by perceived ease of use (as experiential platform). Consumer innovativeness drives adoption. This research provides a validated framework for fashion businesses to strategically embrace DF as a key component of a sustainable business model.