IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i5p2069-d1601550.html
   My bibliography  Save this article

The Great Filter? A Preliminary Study on Metaverse and Sustainable Food Consumer

Author

Listed:
  • Nadia Palmieri

    (Department of Economics and Legal Studies, University of Naples “Parthenope”, via Generale Parisi, 13, 80132 Naples, Italy)

  • Flavio Boccia

    (Department of Economics and Legal Studies, University of Naples “Parthenope”, via Generale Parisi, 13, 80132 Naples, Italy)

  • Assunta Di Vaio

    (Department of Law, University of Naples “Parthenope”, via Generale Parisi, 13, 80132 Naples, Italy)

  • Daniela Covino

    (Department of Economics and Legal Studies, University of Naples “Parthenope”, via Generale Parisi, 13, 80132 Naples, Italy)

Abstract

Collective virtual spaces are increasing attention from scholars and practitioners due to their potential to lead business growth while reducing environmental impacts. The Metaverse, with its immersive digital presence and virtual economies, serves as a prominent example, particularly in industries such as food. The existing literature on its adoption in the sector is still limited. Therefore, this study employs Mini Focus Groups with Italian Metaverse experts and a binary logistic regression model to identify the key factors influencing the adoption of the Metaverse in the food sector. It focuses on Italy due to its cultural-, economic-, and sector-specific dynamics in the sector, where the Metaverse could play a transformative role. Technological and regulatory uncertainties, as well as security risks, are the main obstacles which, according to experts, should deter consumers from embracing food purchases in the Metaverse. On the other hand, this study highlights several facilitating factors that can encourage adoption, also contributing to the achievement of SDG12: Responsible Consumption and Production. These include performance expectancy, effort expectancy, perceived behavior, hedonic motivation, and consumer innovativeness. These factors are likely to drive consumer engagement with Metaverse-based food platforms. The results provide interesting insights into which factors, according to experts, would influence people’s willingness to purchase food products within the Metaverse, in view of the possible development of a new market for food products. This study provides a significant contribution to scholars and practitioners by shedding light on the main factors influencing consumer adoption of the Metaverse.

Suggested Citation

  • Nadia Palmieri & Flavio Boccia & Assunta Di Vaio & Daniela Covino, 2025. "The Great Filter? A Preliminary Study on Metaverse and Sustainable Food Consumer," Sustainability, MDPI, vol. 17(5), pages 1-17, February.
    • Handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:2069-:d:1601550
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/5/2069/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/17/5/2069/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yogesh K. Dwivedi & L. Hughes & Y. Wang & A.A. Alalwan & S.J. Ahn & J. Balakrishnan & S. Barta & R. Belk & D. Buhalis & Vincent Dutot & R. Felix & R. Filieri & C. Flavián & A. Gustafsson & C. Hinsch &, 2023. "Metaverse Marketing: How the Metaverse Will Shape the Future of Consumer Research and Practice," Post-Print hal-04292610, HAL.
    2. Salvatore Monaco & Giovanna Sacchi, 2023. "Travelling the Metaverse: Potential Benefits and Main Challenges for Tourism Sectors and Research Applications," Sustainability, MDPI, vol. 15(4), pages 1-10, February.
    3. Kaplan, Andreas M. & Haenlein, Michael, 2009. "The fairyland of Second Life: Virtual social worlds and how to use them," Business Horizons, Elsevier, vol. 52(6), pages 563-572, November.
    4. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    5. Vrain, E. & Wilson, C. & Kerr, L. & Wilson, M., 2022. "Social influence in the adoption of digital consumer innovations for climate change," Energy Policy, Elsevier, vol. 162(C).
    6. Pietro De Giovanni, 2023. "Sustainability of the Metaverse: A Transition to Industry 5.0," Sustainability, MDPI, vol. 15(7), pages 1-29, March.
    7. George, Gerard & Schillebeeckx, Simon J.D., 2022. "Digital transformation, sustainability, and purpose in the multinational enterprise," Journal of World Business, Elsevier, vol. 57(3).
    8. Batat, Wided, 2024. "Phygital customer experience in the metaverse: A study of consumer sensory perception of sight, touch, sound, scent, and taste," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    9. Nadia Palmieri & Flavio Boccia & Daniela Covino, 2024. "Digital and Green Behaviour: An Exploratory Study on Italian Consumers," Sustainability, MDPI, vol. 16(8), pages 1-19, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Shekhar Rathor & Mingyu Zhang & Taehoon Im, 2023. "Web 3.0 and Sustainability: Challenges and Research Opportunities," Sustainability, MDPI, vol. 15(20), pages 1-17, October.
    2. Ming Chi & Yanli Chen & Yongshun Xu & Yuetong Wu, 2024. "Modelling barriers to metaverse adoption in the hospitality and tourism industry," Information Technology & Tourism, Springer, vol. 26(4), pages 711-743, December.
    3. Gandhi, Mohina & Gaur, Aakanksha & Kar, Arpan Kumar & Dwivedi, Yogesh K., 2024. "Crafting user experiences in the metaverse: A design science study," Technological Forecasting and Social Change, Elsevier, vol. 209(C).
    4. Aiolfi, Simone & Luceri, Beatrice, 2024. "See you on the Metaverse: A bibliometric expedition through the Metaverse landscape," Technological Forecasting and Social Change, Elsevier, vol. 207(C).
    5. Nunkoo, Robin & Shukla, Anuja & Mishra, Anubhav, 2024. "The role of temporal distance, conspicuous consumption, and multisensory interfaces on consumer judgments in metaverse," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    6. Küper, Inken & Edinger-Schons, Laura Marie, 2020. "Is sharing up for sale? Monetary exchanges in the sharing economy," Journal of Business Research, Elsevier, vol. 121(C), pages 223-234.
    7. Saarijärvi, Hannu & Mitronen, Lasse & Yrjölä, Mika, 2014. "From selling to supporting – Leveraging mobile services in the context of food retailing," Journal of Retailing and Consumer Services, Elsevier, vol. 21(1), pages 26-36.
    8. Holmqvist, Jonas & Lunardo, Renaud, 2015. "The impact of an exciting store environment on consumer pleasure and shopping intentions," International Journal of Research in Marketing, Elsevier, vol. 32(1), pages 117-119.
    9. Garaus, Marion & Wagner, Udo, 2016. "Retail shopper confusion: Conceptualization, scale development, and consequences," Journal of Business Research, Elsevier, vol. 69(9), pages 3459-3467.
    10. Piotr Zaborek & Anna Kurzak Mabrouk, 2025. "The Role of Social and Environmental CSR in Shaping Purchase Intentions: Experimental Evidence from the Cosmetics Market," Sustainability, MDPI, vol. 17(5), pages 1-23, February.
    11. Moriuchi, Emi & Takahashi, Ikuo, 2022. "The role of perceived value, trust and engagement in the C2C online secondary marketplace," Journal of Business Research, Elsevier, vol. 148(C), pages 76-88.
    12. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    13. Rafael Martínez-Peláez & Alberto Ochoa-Brust & Solange Rivera & Vanessa G. Félix & Rodolfo Ostos & Héctor Brito & Ramón A. Félix & Luis J. Mena, 2023. "Role of Digital Transformation for Achieving Sustainability: Mediated Role of Stakeholders, Key Capabilities, and Technology," Sustainability, MDPI, vol. 15(14), pages 1-27, July.
    14. Mijeong Noh & Rodney C Runyan & Jon Mosier, 2017. "Hedonic/Utilitarian Cool Attitudes: A Comparison of Young Female and Male Consumers," Current Trends in Fashion Technology & Textile Engineering, Juniper Publishers Inc., vol. 1(1), pages 1-2, October.
    15. Se Ran Yoo & Suk Won Lee & Hyeon Mo Jeon, 2020. "The Role of Customer Experience, Food Healthiness, and Value for Revisit Intention in GROCERANT," Sustainability, MDPI, vol. 12(6), pages 1-14, March.
    16. Pennings, J.S.J. & van Kranenburg, H.L. & Hagedoorn, J., 2005. "Past, present and future of the telecommunications industry," Research Memorandum 016, Maastricht University, Maastricht Research School of Economics of Technology and Organization (METEOR).
    17. Aydinli, Aylin & Lamey, Lien & Millet, Kobe & ter Braak, Anne & Vuegen, Maya, 2021. "How Do Customers Alter Their Basket Composition When They Perceive the Retail Store to Be Crowded? An Empirical Study," Journal of Retailing, Elsevier, vol. 97(2), pages 207-216.
    18. Teller, Christoph & Kotzab, Herbert & Grant, David B., 2012. "The relevance of shopper logistics for consumers of store-based retail formats," Journal of Retailing and Consumer Services, Elsevier, vol. 19(1), pages 59-66.
    19. Jing Wang & Jay In Oh, 2023. "Factors Influencing Consumers’ Continuous Purchase Intentions on TikTok: An Examination from the Uses and Gratifications (U&G) Theory Perspective," Sustainability, MDPI, vol. 15(13), pages 1-19, June.
    20. Ahn, Suhyoung & Ellie Jin, Byoungho & Seo, Hyesim, 2024. "Why do people interact and buy in the Metaverse? Self-Expansion perspectives and the impact of hedonic adaptation," Journal of Business Research, Elsevier, vol. 175(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:17:y:2025:i:5:p:2069-:d:1601550. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.