Metaverse Digital Embodiment And Consumer Self-Development: Unpacking The Mediating Role Of Growth Mindset

This study explores the impact of metaverse digital embodiment on consumer self-development, focusing on the mediating role of consumer self-growth mindset. The investigation is grounded in self-determination theory. A causal-predictive research design was adopted to assess relationships between constructs within a theoretical framework. Data were gathered from 734 participants and analyzed using PLS-SEM. The findings reveal a significant positive contribution of metaverse digital embodiment on consumer self-development. Consumer self-expression contributes directly and as a mediator, positively affecting self-development outcomes. Overall, the Metaverse emerges as a supportive digital space fostering consumer psychological growth. Limitations: The use of self-reported data, while effective for capturing individual perceptions, may introduce bias. Additionally, the study’s scope was confined to a specific demographic, mainly male respondents, which may limit the extent to which findings apply to other populations.Originality: This research advances understanding of how psychological mechanisms of consumer growth mindset underpin digital embodiment and consumer development within virtual environments. It is among the first to investigate these dynamics in Pakistan’s low-income, developing, and culturally constrained settings. Practical Implications: The insights can aid marketers in crafting immersive digital strategies to boost engagement and loyalty. The findings will also help address the support and inclusion required for older demographics. Policymakers may also benefit from these findings to develop secure, psychologically supportive virtual ecosystems. Keywords: Metaverse Digital Embodiment, Consumer Self-Development, Consumer Self-Expression, Growth Mindset, Social Influence, Marketing Messages, Technology Adoption, PLS-SEM, Virtual Identity JEL Codes: M31, L86, O32, O33, D12, D83