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March 14, 2026Journal of Consumer Behaviour

A Multi‐Study Examination of Metaverse and Consumer Behaviour: A Systematic Literature Review and Research Agenda

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Authors

NANandini Venkatesh AdhiniBirla Institute of Technology and Science, Pilani - Goa CampusVJVarsha JainESSCA School of ManagementCPCh. V. V. S. N. V. PrasadBirla Institute of Technology and Science, Pilani - Goa Campus

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Implication

This multi-study review analyzes metaverse impacts on consumer behavior, suggesting future research directions.

Key Points

  • The research aims to examine consumer behavior in the metaverse and outline future research avenues.
  • Conducted a systematic review of 303 publications using the PRISMA protocol.
  • Identified five key themes related to consumer behavior in the metaverse.
  • Performed a qualitative study with 30 participants, including consumers, industry specialists, and academic experts.
  • Highlighted five clusters: immersive experiences, avatar and identity engagement, supporting technologies, factors influencing purchases, and virtual tourism.
  • Found the macro-level factors include social, economic, environmental, and cultural aspects.
  • Identified micro-level factors such as psychographic, demographic, geographic, and behavioral influences.

Cite This Study

Adhini et al. (2026) studied this question.

synapsesocial.com/papers/69b4fbb1b39f7826a300c1bahttps://doi.org/10.1002/cb.70142
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