Is Consumer Behavior the Final Conquest for the Metaverse: Are We Ready for It?

The growing fascination with the Metaverse’s marketing possibilities, including its impact on consumer behavior, is evident. Researchers in the field have found deficiencies in comprehending how customers behave within the metaverse, thus emphasizing the need for more studies (Kaur et al., 2024). This study attempts to address this gap by exploring the interactions of Generation Z within the metaverse and using a deductive theme analysis approach to gather qualitative data from 72 individuals through semi-structured interviews. The theoretical framework employed in this study is the Howard Sheth (HS) model. The results are consistent with the stages of the HS model, which include extensive problem-solving, limited problem-solving, and habitual response behavior processes. Despite encountering early difficulties, individuals strongly desire to enter the metaverse and eagerly pursue possibilities for interaction, sometimes urging friends to get involved. This study offers empirical observations about the difficulties and advantages that consumers and brands encounter in the metaverse. Additionally, it deepens our awareness of the immersive temporal experience within the metaverse and clarifies how consumers interact with digital technologies. Furthermore, the study provides valuable knowledge for leaders, technology creators, and regulators who aim to improve consumer interest and engagement in the Metaverse.