Metaverse Integration in Agri-Food Supply Chain: Navigating Risks for Food Security and Sustainability

Metaverse creates a shared virtual space, blending physical and digital environments. In Agri-Food Supply Chains (AFSC), it enables digital visualisation of supply chain to enhance sustainability. As its adoption is emerging, recognising risks is vital. This study uses Failure Mode and Effect Analysis (FMEA) with a hybrid Spherical Fuzzy-SWARA-CoCoSo approach. Results highlight severity as the most important criterion. Key risks include Physical and Psychological Health concerns, Echo Chambers and Wrong Influences, and Lack of Legal Personalization for avatars. Sensitivity analysis confirms risk ranking stability, offering guidance for marketers and policymakers to mitigate risks and enable successful Metaverse implementation in AFSC.