Towards an Aporia? Empirical evidence on the relationship between consumer behaviour and metaverse-based virtual stores

• Metaverse technology has caught the attention of many businesses and consumers. • It is crucial to identify the factors influencing consumers’ intention to buy food through metaverse. • Some factors are obstacles to consumers’ intention, while others are facilitators. • The study shows practical implications for business, practitioners, and metaverse developers. Recently, Metaverse technology has caught the attention of many businesses and consumers. However, there is no research on this topic in the food sector. Thus, it is crucial to understand the key drivers influencing consumers’ intention to purchase food through Metaverse technology. The present research leverages a Structural Equation Modelling (SEM) to analyse 710 Italian consumers. The results highlighted perceived technological and regulatory uncertainty and the feeling of cyber risk as significant obstacles to consumers’ intention to purchase food using Metaverse platforms. Conversely, several factors emerged as important facilitators, including performance expectancy, effort expectancy, perceived herd behaviour, hedonic motivation and consumer innovativeness. The study shows practical implications for businesses, practitioners and Metaverse developers in designing effective marketing strategies to promote the adoption of Metaverse commerce in the food sector. In fact, this research proposes a model that can be applied by stakeholders. Finally, this paper offers both actionable recommendations and theoretical insights.