Perceived Sustainability in Metaverse: How Immersive Features and Value Perceptions Shape Eco-Conscious Consumer Responses

This study investigates how platform characteristics and consumption values influence consumer attitudes and purchase intentions toward metaverse-based sustainable fashion products. It further examines whether these relationships differ according to consumers’ levels of environmental awareness. Two key characteristics—presence and interactivity—were identified as significant drivers of positive consumer responses. Among consumption values, social, epistemic, and conditional values enhanced both attitude and purchase intention, while Emotional value showed a significant negative effect on purchase intention, suggesting that emotionally driven engagement in immersive environments may not necessarily translate into sustainable purchasing intentions. Attitude was also positively linked to purchase intention for metaverse-based sustainable fashion products. Consumers with higher environmental awareness perceived greater interactivity and higher value across multiple dimensions than those with lower awareness. These findings underscore the importance of integrating immersive design elements and value-based sustainability communication in metaverse. By highlighting how environmental consciousness amplifies engagement, this study provides theoretical insights and strategic directions for advancing sustainable consumer experiences in digital fashion environments.