The impact of metaverse on company sustainability

Purpose The rise of digital transformation has necessitated fundamental changes in production methods and the delivery of products and services, affecting business survival and sustainability. Concurrently, companies’ responsibility toward society has heightened interest in corporate sustainability and sustainable reporting among researchers. This study aims to investigate the impact of the metaverse on company sustainability in Iran and explores how the metaverse, as a facet of digital transformation, influences the sustainability of Iranian companies. Design/methodology/approach The study’s population consists of managers from companies listed on the Tehran Stock Exchange, with a sample of 382 managers selected through a convenience sampling method. Data was gathered using a questionnaire with a Cronbach’s alpha reliability coefficient of 0.953. For data analysis, structural equation modeling via PLS software was used. Findings The findings indicate that the metaverse, with its positive and significant impact, can potentially enhance company sustainability, offering a promising future for Iranian companies. This study significantly advances knowledge and expands the literature on the effects of digital transformation on sustainability. Originality/value This research holds significant relevance, given the metaverse’s emergence and influence on various economic dimensions and the importance of sustainability in Iran’s economic and political conditions under sanctions.