Purpose The purpose of this study is to integrate metaverse into their supply chain operations to achieve circular economy. Integrating metaverse technology is a complex challenge for organization. Therefore, present study investigates the implementation of emerging technology (metaverse) from the lens of knowledge-based view (KBV) and the theory of consumption values (TCV). Design/methodology/approach A qualitative study was conducted and dimensions were analyzed using TCV and KBV lens. Open-ended surveys were used to obtain cardinal insights for effectively adopting metaverse in managing circular supply chain operations. Findings The study found that metaverse technology offers significant values in terms of improved functional efficiency and reduction in waste. It also fosters emotional confidence, trust and collaboration across supply chain partners. The key constructs include epistemic, functional, conditional, social and emotional. Moreover, KBV theory is integrated, which includes knowledge creation, knowledge acquisition, knowledge sharing, knowledge application and knowledge integration. Originality/value This paper adds to the literature by assessing multiple values derived from adopting metaverse in circular supply chain, and adding perspectives from the knowledge management aspects.
Lahri et al. (Mon,) studied this question.