Metaverse luxury fashion wearables: investigating consumer purchasing behaviour in immersive environments using AIDA model

The Metaverse, a groundbreaking virtual environment, is redefining the frontiers of virtual branding and offering new opportunities for immersive customer engagement experiences. The rise of the Metaverse luxury fashion market has introduced new forms of consumer purchasing behaviour in immersive environments. However, the main factors driving purchase intentions of luxury virtual wearables in the Metaverse remain insufficiently explored. Therefore, we conducted semi-structured interviews with 30 frequent Metaverse users to investigate and map the customer journey from attraction to actual purchase of luxury virtual wearables using the AIDA model (attention, interest, desire, action). Findings indicate five main factors that motivate consumers’ purchase of virtual wearables from Metaverse luxury brands: exclusivity, scarcity, investment diversification, digital arts appreciation, and extended avatar self-representation. This research advances the literature on customer behaviour in immersive environments, particularly the Metaverse, and provides managerial implications for luxury fashion brands to incorporate in their Metaverse marketing strategy.