Virtual Is Real: Demystifying Consumer Behaviour in the Metaverse—A Review and Future Research Agenda

This article outlines the structure of the metaverse and identifies key themes related to consumer behaviour. It provides a comprehensive bibliometric analysis of consumer behaviour research in the metaverse, based on 143 Scopus articles, offering performance analysis and science mapping insights. Bibliographic coupling reveals five prominent research clusters. Employing the theory–context–characteristics–methods review framework, the study unveils 11 key themes in ‘What affects consumers?’, ‘How and why do they process?’ and ‘How do they respond?’ The study also reflects on how artificial intelligence is likely to impact consumer interaction in the metaverse.