Virtual Tasting in the Metaverse: Technological Advances and Consumer Behavior Impacts

Product tasting is a key element in improving customer satisfaction in the commercial environment. This study looks at the notion of traditional tasting and its effect on customer behavior and explores emerging tasting techniques, shedding light on the contribution of digital tasting. Indeed, the advent of the metaverse has made it possible to offer new virtual tasting experiences. However, this experience does not yet involve a sense of taste. Our manuscript highlights the potential of tasting in the metaverse through a descriptive study of various concrete cases of international brands that have included it in their marketing strategies. In light of the results, practical and theoretical recommendations are provided for professionals interested in leveraging virtual tools to improve consumer satisfaction.