This study proposes a dual norm model to investigate the consumer adoption of a sustainable fashion innovation called 3D-printed clothing by integrating the Theory of Planned Behavior (TBP) and Diffusion of Innovation (DoI). We expand the Theory of Planned Behavior (TPB) by incorporating descriptive (behavioral) and social norms, and introduce imitating others as behavioral norm measurement. The results verify that in the presence of both norms, the descriptive norm has a stronger influence than the social norm. This study also shows that compatibility and trialability are key predictors in adoption intent; however, environmental protection advantage did not have any effects in predicting the adoption intention, offering contrasting evidence to previous studies about environmental protection attitudes on consumer consumption behavior, suggesting further in-depth investigation.