Purpose The metaverse offers a virtual environment for testing products and services and for facilitating product introductions. However, the scarcity of research examining eco-innovation from an institutional and innovation-enabling perspective is a significant issue. Using the triple helix model and the technology, organization and environment (TOE) framework, this study aims to investigate the role of the enterprise metaverse in eco-innovation. Design/methodology/approach The data were collected from 489 employees of the Ministry of Transport, Communication and Information Technology. The study used partial least squares structural equation modeling and an artificial neural network (ANN) to test linear and nonlinear relationships among the components of the triple helix model, the TOE framework, the enterprise metaverse and eco-innovation. Findings Indicate that Triple Helix actors (government, industry, and university) and TOE dimensions significantly predict enterprise metaverse adoption, which in turn positively influences eco-innovation. Enterprise metaverse adoption also mediates the relationships between its antecedents and eco-innovation. ANN results further show that the university-related factor is the strongest contributor to eco-innovation, followed by innovation capability, policy orientation, and technology compatibility. Research limitations/implications Integrating TOE with the Triple Helix shows compatibility, and infrastructure and government–university–industry ties are more decisive for enterprise metaverse than broad capabilities or orientations. In addition, prioritize interoperability and infrastructure, formalize government instruments and university partnerships and target enterprise metaverse use cases with measurable environmental gains. Originality/value This study distinguishes itself by integrating the Triple Helix model with the TOE framework to analyze the relationship between enterprise metaverse adoption and eco-innovation. Rather than introducing an entirely new theoretical approach, the research builds upon and synthesizes these established frameworks, applying them within the context of the transport sector in Oman. This approach expands the explanatory power of these models, particularly regarding the role of immersive digital technologies in fostering sustainability-driven innovation.
Alnoor et al. (Mon,) studied this question.