Abstract
The concept of the metaverse involves creating a fully immersive virtual world that allows users to interact with each other and digital objects in a way that is almost indistinguishable from reality. One of the key areas where the metaverse is expected to have an impact is retailing. Although there have been several studies on the use of the metaverse in different industries, this issue is rarely investigated in previous studies in the context of retail companies focusing on users’ perceptions. This study accordingly explores the factors impacting the adoption of a metaverse in the retail industry and develops a new model based on the Resource-Based View (RBV) theory. In addition, the relationship between the usage intention of the metaverse and product innovation, and the relationship between product innovation and sustainable competitive advantage are investigated. Furthermore, as sustainability is a critical issue in the adoption of innovation by industries, this study aims to further investigate whether sustainability commitment will strengthen the impact of attitude toward metaverse on the intention to use. The data was collected from retail companies in Malaysia and analyzed to evaluate the proposed research model. The outcomes of this research indicated that there is a positive impact of product innovation on sustainable competitive advantage through the adoption of a metaverse in retail companies. In addition, our findings stressed that the intention to use metaverse will lead to product innovation in retail companies. Furthermore, the results revealed that sustainability commitment does not moderate the relationship between attitude toward the metaverse and intention to use, but impacts the usage intention of the metaverse directly.
Similar content being viewed by others
Data availability statements
The datasets generated and analyzed during the current study are not publicly available due the fact that they constitute an excerpt of research in progress but are available from the corresponding author on reasonable request.
References
Aboelmaged, M., & Hashem, G. (2019). Absorptive capacity and green innovation adoption in SMEs: The mediating effects of sustainable organisational capabilities. Journal of Cleaner Production, 220, 853–863.
Abramovich, A., & Loria, Y. (2015). The long-term impact of an education for sustainability course on Israeli science and technology teachers’ pro-environment awareness, commitment and behaviour. Australian Journal of Environmental Education, 31(2), 264–279.
Abri, A. G., & Mahmoudzadeh, M. (2015). Impact of information technology on productivity and efficiency in Iranian manufacturing industries. Journal of Industrial Engineering International, 11(1), 143–157.
Ahmmadi, P., Rahimian, M., & Movahed, R. G. (2021). Theory of planned behavior to predict consumer behavior in using products irrigated with purified wastewater in Iran consumer. Journal of Cleaner Production, 296, 126359.
Ahn, S., Kim, K.-S., & Lee, K.-H. (2022). Technological capabilities, entrepreneurship and innovation of technology-based start-ups: The resource-based view. Journal of Open Innovation: Technology, Market, and Complexity, 8(3), 156. https://doi.org/10.3390/joitmc8030156
Akour, I. A., Al-Maroof, R. S., Alfaisal, R., & Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN approach. Computers and Education: Artificial Intelligence, 3, 100052.
Akram, U., Fülöp, M. T., Tiron-Tudor, A., Topor, D. I., & Căpușneanu, S. (2021). Impact of digitalization on customers’ well-being in the pandemic period: Challenges and opportunities for the retail industry. International Journal of Environmental Research and Public Health, 18(14), 7533.
Albayati, H., Alistarbadi, N., & Rho, J. J. (2023). Assessing engagement decisions in NFT Metaverse based on the Theory of Planned Behavior (TPB). Telematics and Informatics Reports, 10, 100045.
Ali, S., Abdullah, Armand, T. P. T., Athar, A., Hussain, A., Ali, M., Yaseen, M., Joo, M. I., & Kim, H.-C. (2023). Metaverse in healthcare integrated with explainable ai and blockchain: Enabling immersiveness, ensuring trust, and providing patient data security. Sensors, 23(2), 565.
Ali, S. S., Kaur, R., & Khan, S. (2022). Evaluating sustainability initiatives in warehouse for measuring sustainability performance: An emerging economy perspective. Annals of Operations Research, 324, 461–500.
Allam, Z., Sharifi, A., Bibri, S. E., Jones, D. S., & Krogstie, J. (2022). The metaverse as a virtual form of smart cities: Opportunities and challenges for environmental, economic, and social sustainability in urban futures. Smart Cities, 5(3), 771–801.
Alzayat, A., & Lee, S. H. M. (2021). Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment. Journal of Business Research, 130, 348–363.
Amit, R., & Han, X. (2017). Value creation through novel resource configurations in a digitally enabled world. Strategic Entrepreneurship Journal, 11(3), 228–242.
Angelmar, R. (1990). Product innovation: A tool for competitive advantage. European Journal of Operational Research, 47(2), 182–189.
Antón, J., Urpí, C., Reina, T., & Basanta Vázquez, C. M. (2023). Pedagogical prospection of the metaverse through curatorship. Case study of the 1964 IBM pavilion as an example of curatorial pedagogy. Heliyon, 9(6), e16369. https://doi.org/10.1016/j.heliyon.2023.e16369
Arpaci, I., Karatas, K., Kusci, I., & Al-Emran, M. (2022). Understanding the social sustainability of the Metaverse by integrating UTAUT2 and big five personality traits: A hybrid SEM-ANN approach. Technology in Society, 71, 102120.
Arya, V., Sambyal, R., Sharma, A., & Dwivedi, Y. K. (2023). Brands are calling your AVATAR in metaverse: A study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world. Journal of Consumer Behaviour. https://doi.org/10.1002/cb.2214
Asadi, S., Nilashi, M., Husin, A. R. C., & Yadegaridehkordi, E. (2017). Customers perspectives on adoption of cloud computing in banking sector. Information Technology and Management, 18, 305–330.
Awazu, Y., Baloh, P., Desouza, K. C., Wecht, C. H., Kim, J., & Jha, S. (2009). Information–communication technologies open up innovation. Research-Technology Management, 52(1), 51–58.
Ayuso, S. (2006). Adoption of voluntary environmental tools for sustainable tourism: Analysing the experience of Spanish hotels. Corporate Social Responsibility and Environmental Management, 13(4), 207–220.
Azuma, R. T. (1997). A survey of augmented reality. Presence: Teleoperators & Virtual Environments, 6(4), 355–385.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120.
Barney, J., Wright, M., & Ketchen, D. J., Jr. (2001). The resource-based view of the firm: Ten years after 1991. Journal of Management, 27(6), 625–641.
Barr, S. (2007). Factors influencing environmental attitudes and behaviors: A UK case study of household waste management. Environment and Behavior, 39(4), 435–473.
Barrera, K. G., & Shah, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420.
Battisti, E., Nirino, N., Leonidou, E., & Thrassou, A. (2022). Corporate venture capital and CSR performance: An extended resource based view’s perspective. Journal of Business Research, 139, 1058–1066. https://doi.org/10.1016/j.jbusres.2021.10.054
Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: The role of privacy, security, and site attributes. The Journal of Strategic Information Systems, 11(3–4), 245–270.
Benisi, N. Z., Aminian, M., & Javadi, B. (2020). Blockchain-based decentralized storage networks: A survey. Journal of Network and Computer Applications, 162, 102656.
Benitez, J., Henseler, J., Castillo, A., & Schuberth, F. (2020). How to perform and report an impactful analysis using partial least squares: Guidelines for confirmatory and explanatory IS research. Information & Management, 57(2), 103168.
Bianzino, N. M. (2022). Metaverse: Could creating a virtual world build a more sustainable one? Retrieved June 10, 2023 from https://www.ey.com/en_gl/digital/metaverse-could-creating-a-virtual-world-build-a-more-sustainable-one
Bibri, S. E., Allam, Z., & Krogstie, J. (2022). The Metaverse as a virtual form of data-driven smart urbanism: Platformization and its underlying processes, institutional dimensions, and disruptive impacts. Computational Urban Science, 2(1), 24.
Bowman, D. A., & McMahan, R. P. (2007). Virtual reality: How much immersion is enough? Computer, 40(7), 36–43.
Branco, M. C., & Rodrigues, L. L. (2006). Corporate social responsibility and resource-based perspectives. Journal of Business Ethics, 69, 111–132.
Broccardo, L., Zicari, A., Jabeen, F., & Bhatti, Z. A. (2023). How digitalization supports a sustainable business model: A literature review. Technological Forecasting and Social Change, 187, 122146.
Brofman Epelbaum, F. M., & Garcia Martinez, M. (2014). The technological evolution of food traceability systems and their impact on firm sustainable performance: A RBV approach. International Journal of Production Economics, 150, 215–224. https://doi.org/10.1016/j.ijpe.2014.01.007
Bryson, J. M., Ackermann, F., & Eden, C. (2007). Putting the resource-based view of strategy and distinctive competencies to work in public organizations. Public Administration Review, 67(4), 702–717.
Buhalis, D., Lin, M. S., & Leung, D. (2022). Metaverse as a driver for customer experience and value co-creation: Implications for hospitality and tourism management and marketing. International Journal of Contemporary Hospitality Management, 35(2), 701–716.
Cai, W., Wang, Z., Ernst, J. B., Hong, Z., Feng, C., & Leung, V. C. (2018). Decentralized applications: The blockchain-empowered software system. IEEE Access, 6, 53019–53033.
Cai, Y., Llorca, J., Tulino, A. M., & Molisch, A. F. (2022). Compute-and data-intensive networks: The key to the metaverse. In 2022 1st international conference on 6G networking (6GNet) (pp. 1–8). IEEE.
Cantú-Ortiz, F. J., Galeano Sánchez, N., Garrido, L., Terashima-Marin, H., & Brena, R. F. (2020). An artificial intelligence educational strategy for the digital transformation. International Journal on Interactive Design and Manufacturing, 14, 1195–1209.
Chakraborty, A., & Kar, A. K. (2022). How does internet of everything enable digital transformation: A review and a research agenda from an editorial perspective. Management Dynamics, 22(2), 9.
Chan, E. S., Hon, A. H., Chan, W., & Okumus, F. (2014). What drives employees’ intentions to implement green practices in hotels? The role of knowledge, awareness, concern and ecological behaviour. International Journal of Hospitality Management, 40, 20–28.
Chang, L., Zhang, Z., Li, P., Xi, S., Guo, W., Shen, Y., Xiong, Z., Kang, J., Niyato, D., Qiao, X., & Wu, Y. (2022). 6G-enabled edge AI for Metaverse: Challenges, methods, and future research directions. Journal of Communications and Information Networks, 7(2), 107–121.
Chen, Y., & Bellavitis, C. (2019). Decentralized finance: Blockchain technology and the quest for an open financial system. In Stevens Institute of Technology School of Business Research Paper.
Chen, Y., & Bellavitis, C. (2020). Blockchain disruption and decentralized finance: The rise of decentralized business models. Journal of Business Venturing Insights, 13, e00151.
Chen, Y., & Chen, I. J. (2019). Mixed sustainability motives, mixed results: The role of compliance and commitment in sustainable supply chain practices. Supply Chain Management: An International Journal, 24(5), 622–636.
Chen, Y., Richter, J. I., & Patel, P. C. (2021). Decentralized governance of digital platforms. Journal of Management, 47(5), 1305–1337.
Cheng, S., Zhang, Y., Li, X., Yang, L., Yuan, X., & Li, S. Z. (2022). Roadmap toward the metaverse: An AI perspective. The Innovation, 3(5), 100293.
Cohen, J. (1988). Statistical power analysis for the behavioral sciences (2nd ed.). L. Erlbaum Associates.
Cooper, C., Pereira, V., Vrontis, D., & Liu, Y. (2023a). Extending the resource and knowledge based view: Insights from new contexts of analysis (Vol. 156, p. 113523). Elsevier.
Cooper, R. G. (2000). Product innovation and technology strategy. Research-Technology Management, 43(1), 38–41.
Cooper, S. C., Pereira, V., Vrontis, D., & Liu, Y. (2023b). Extending the resource and knowledge based view: Insights from new contexts of analysis. Journal of Business Research, 156, 113523. https://doi.org/10.1016/j.jbusres.2022.113523
Coyne, K. P. (1986). Sustainable competitive advantage—What it is, what it isn’t. Business Horizons, 29(1), 54–61.
Dai, M., Liu, H., & Lin, L. (2020). How innovation impacts firms’ export survival: Does export mode matter? The World Economy, 43(1), 81–113.
Dağıstanlı, H.A. (2023). An integrated fuzzy MCDM and trend analysis approach for financial performance evaluation of energy companies in Borsa Istanbul sustainability index. Journal of Soft Computing and Decision Analytics, 1(1), 39–49.
Dinçer, H., Yüksel, S. & Eti, S. (2023). Identifying the right policies for increasing the efficiency of the renewable energy transition with a novel fuzzy decision-making model. Journal of Soft Computing and Decision Analytics, 1(1), 50–62.
Delmerico, J., Poranne, R., Bogo, F., Oleynikova, H., Vollenweider, E., Coros, S., Nieto, J., & Pollefeys, M. (2022). Spatial computing and intuitive interaction: Bringing mixed reality and robotics together. IEEE Robotics & Automation Magazine, 29(1), 45–57.
Deveci, M., Gokasar, I., Castillo, O., & Daim, T. (2022a). Evaluation of Metaverse integration of freight fluidity measurement alternatives using fuzzy Dombi EDAS model. Computers & Industrial Engineering, 174, 108773.
Deveci, M., Pamucar, D., Gokasar, I., Köppen, M., & Gupta, B. B. (2022b). Personal mobility in metaverse with autonomous vehicles using Q-rung orthopair fuzzy sets based OPA-RAFSI model. IEEE Transactions on Intelligent Transportation Systems. https://doi.org/10.1109/TITS.2022.3186294
Di Pietro, R., & Cresci, S. (2021). Metaverse: Security and privacy issues. In 2021 third IEEE international conference on trust, privacy and security in intelligent systems and applications (TPS-ISA)
Dinev, T., Hart, P., & Mullen, M. R. (2008). Internet privacy concerns and beliefs about government surveillance: An empirical investigation. The Journal of Strategic Information Systems, 17(3), 214–233.
Doolani, S., Wessels, C., Kanal, V., Sevastopoulos, C., Jaiswal, A., Nambiappan, H., & Makedon, F. (2020). A review of extended reality (xr) technologies for manufacturing training. Technologies, 8(4), 77.
Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., Ribeiro-Navarrete, S., Giannakis, M., Al-Debei, M. M., Dennehy, D., Metri, B., Buhalis, D., & Cheung, C. M. (2022). Metaverse beyond the hype: Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy. International Journal of Information Management, 66, 102542.
Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., Barta, S., Belk, R., Buhalis, D., Dutot, V., & Felix, R. (2023a). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750–776.
Dwivedi, Y. K., Kshetri, N., Hughes, L., Rana, N. P., Baabdullah, A. M., Kar, A. K., Koohang, A., Ribeiro-Navarrete, S., Belei, N., Balakrishnan, J., & Balakrishnan, J. (2023b). Exploring the darkverse: A multi-perspective analysis of the negative societal impacts of the metaverse. Information Systems Frontiers. https://doi.org/10.1007/s10796-023-10400-x
Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., Baabdullah, A. M., Koohang, A., Raghavan, V., Ahuja, M., & Albanna, H. (2023c). “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities, challenges and implications of generative conversational AI for research, practice and policy. International Journal of Information Management, 71, 102642.
Dwivedi, Y. K., Pandey, N., Currie, W., & Micu, A. (2023d). Leveraging ChatGPT and other generative artificial intelligence (AI)-based applications in the hospitality and tourism industry: Practices, challenges and research agenda. International Journal of Contemporary Hospitality Management. https://doi.org/10.1108/IJCHM-05-2023-0686
Dzomonda, O., & Fatoki, O. (2020). Environmental sustainability commitment and financial performance of firms listed on the Johannesburg Stock Exchange (JSE). International Journal of Environmental Research and Public Health, 17(20), 7504.
Elia, S., Giuffrida, M., Mariani, M. M., & Bresciani, S. (2021). Resources and digital export: An RBV perspective on the role of digital technologies and capabilities in cross-border e-commerce. Journal of Business Research, 132, 158–169. https://doi.org/10.1016/j.jbusres.2021.04.010
El-Jarn, H., & Southern, G. (2020). Can co-creation in extended reality technologies facilitate the design process? Journal of Work-Applied Management, 12(2), 191–205.
Ersoy, M., & Gürfidan, R. (2023). Blockchain-based asset storage and service mechanism to metaverse universe: Metarepo. Transactions on Emerging Telecommunications Technologies, 34(1), e4658.
Far, S. B., Rad, A. I., Bamakan, S. M. H., & Asaar, M. R. (2023). Toward Metaverse of everything: Opportunities, challenges, and future directions of the next generation of visual/virtual communications. Journal of Network and Computer Applications, 217, 103675.
Farnaghi, M., & Mansourian, A. (2020). Blockchain, an enabling technology for transparent and accountable decentralized public participatory GIS. Cities, 105, 102850.
Fernandez, C. B., & Hui, P. (2022). Life, the metaverse and everything: An overview of privacy, ethics, and governance in metaverse. In 2022 IEEE 42nd international conference on distributed computing systems workshops (ICDCSW) (pp. 272–277). IEEE.
Flavián, C., & Guinalíu, M. (2006). Consumer trust, perceived security and privacy policy: Three basic elements of loyalty to a web site. Industrial Management & Data Systems, 106(5), 601–620.
George, A. H., Fernando, M., George, A. S., Baskar, T., & Pandey, D. (2021). Metaverse: The next stage of human culture and the internet. International Journal of Advanced Research Trends in Engineering and Technology, 8(12), 1–10.
Green Revolution Cooling. (2022). Metaverse: Is it a growing threat to the environment? Retrieved June 1, 2023 from https://www.grcooling.com/blog/metaverse-growing-threat-environment/
Guenther, P., Guenther, M., Ringle, C. M., Zaefarian, G., & Cartwright, S. (2023). Improving PLS-SEM use for business marketing research. Industrial Marketing Management, 111, 127–142.
Guidi, B., & Michienzi, A. (2021). The decentralization of social media through the blockchain technology. In Companion publication of the 13th ACM web science conference 2021 (pp. 138–139).
Gupta, A., Khan, H. U., Nazir, S., Shafiq, M., & Shabaz, M. (2023). Metaverse security: Issues, challenges and a viable ZTA model. Electronics, 12(2), 391.
Gupta, A., Li, H., & Sharda, R. (2013). Should I send this message? Understanding the impact of interruptions, social hierarchy and perceived task complexity on user performance and perceived workload. Decision Support Systems, 55(1), 135–145.
Gupta, H., Kumar, S., Kusi-Sarpong, S., Jabbour, C. J. C., & Agyemang, M. (2021). Enablers to supply chain performance on the basis of digitization technologies. Industrial Management & Data Systems, 121(9), 1915–1938.
Habibi, A., Riady, Y., Alqahtani, T. M., Muhaimin, M., Albelbisi, N. A., Jaya, A., & Yaqin, L. N. (2022). Drivers affecting Indonesian pre-service teachers’ intention to use m-learning: Structural equation modeling at three universities. E-Learning and Digital Media. https://doi.org/10.1177/20427530221118775
Hair, J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2013). A primer on partial least squares structural equation modeling (Vol. 46). SAGE Publications Inc. https://doi.org/10.1016/j.lrp.2013.01.002
Hair, J. F., Jr., Howard, M. C., & Nitzl, C. J. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109, 101–110.
Hallioui, A., Herrou, B., Santos, R. S., Katina, P. F., & Egbue, O. (2022). Systems-based approach to contemporary business management: An enabler of business sustainability in a context of industry 4.0, circular economy, competitiveness and diverse stakeholders. Journal of Cleaner Production, 373, 133819.
Han, D.-I.D., Bergs, Y., & Moorhouse, N. (2022). Virtual reality consumer experience escapes: Preparing for the metaverse. Virtual Reality, 26, 1443–1458.
Hazan, E., Kelly, G., Khan, H., Spillecke, D., & Yee, L. (2022). Marketing in the metaverse: An opportunity for innovation and experimentation. The McKinsey Quarterly. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/marketingin-the-metaverse-an-opportunity-for-innovationand-experimentation
Hennig-Thurau, T., Ravid, S. A., & Sorenson, O. (2021). The economics of filmed entertainment in the digital era (Vol. 45, pp. 157–170). Springer.
Herremans, I. M., & Reid, R. E. (2002). Developing awareness of the sustainability concept. The Journal of Environmental Education, 34(1), 16–20.
Hew, J.-J., Wong, L.-W., Tan, G.W.-H., Ooi, K.-B., & Lin, B. (2020). The blockchain-based Halal traceability systems: A hype or reality? Supply Chain Management: An International Journal, 25(6), 863–879.
Hollensen, S., Kotler, P., & Opresnik, M. O. (2022). Metaverse–the new marketing universe. Journal of Business Strategy, 44(3), 119–125.
Hopkins, E. (2022). Virtual commerce in a decentralized blockchain-based metaverse: Immersive technologies, computer vision algorithms, and retail business analytics. Linguistic and Philosophical Investigations, 21, 203–218.
Huang, T.-K., Yang, C.-H., Hsieh, Y.-H., Wang, J.-C., & Hung, C.-C. (2018). Augmented reality (AR) and virtual reality (VR) applied in dentistry. The Kaohsiung Journal of Medical Sciences, 34(4), 243–248.
Huang, W., Schrank, H., & Dubinsky, A. J. (2004). Effect of brand name on consumers’ risk perceptions of online shopping. Journal of Consumer Behaviour: An International Research Review, 4(1), 40–50.
Huynh-The, T., Gadekallu, T. R., Wang, W., Yenduri, G., Ranaweera, P., Pham, Q.-V., da Costa, D. B., & Liyanage, M. (2023). Blockchain for the metaverse: A review. Future Generation Computer Systems, 143, 401–419. https://doi.org/10.1016/j.future.2023.02.008
Jafar, R. M. S., Ahmad, W., & Sun, Y. (2023). Unfolding the impacts of metaverse aspects on telepresence, product knowledge, and purchase intentions in the metaverse stores. Technology in Society, 74, 102265. https://doi.org/10.1016/j.techsoc.2023.102265
Jeon, J.-E. (2023). The impact of XR applications’ user experience-based design innovativeness on loyalty. Cogent Business & Management, 10(1), 2161761.
Jeyaraj, A., Dwivedi, Y. K., & Venkatesh, V. (2023). Intention in information systems adoption and use: Current state and research directions. International Journal of Information Management, 73, 102680.
Joy, A., Zhu, Y., Peña, C., & Brouard, M. (2022). Digital future of luxury brands: Metaverse, digital fashion, and non-fungible tokens. Strategic Change, 31(3), 337–343.
Kante, M., & Michel, B. (2023). Use of partial least squares structural equation modelling (PLS-SEM) in privacy and disclosure research on social network sites: A systematic review. Computers in Human Behavior Reports, 10, 100291.
Kar, A. K., & Varsha, P. S. (2023). Unravelling the techno-functional building blocks of metaverse ecosystems: A review and research agenda. International Journal of Information Management Data Insights. https://doi.org/10.1016/j.jjimei.2023.100176
Karagoz, S., Deveci, M., Simic, V., Aydin, N., & Bolukbas, U. (2020). A novel intuitionistic fuzzy MCDM-based CODAS approach for locating an authorized dismantling center: A case study of Istanbul. Waste Management & Research, 38(6), 660–672.
Kaur, P., Dhir, A., Bodhi, R., Singh, T., & Almotairi, M. (2020). Why do people use and recommend m-wallets? Journal of Retailing and Consumer Services, 56, 102091.
Khalil, M. K., & Khalil, R. (2022). Leveraging buyers’ interest in ESG investments through sustainability awareness. Sustainability, 14(21), 14278.
King, J. L. (1983). Centralized versus decentralized computing: Organizational considerations and management options. ACM Computing Surveys (CSUR), 15(4), 319–349.
Koohang, A., Nord, J., Ooi, K., Tan, G., Al-Emran, M., Aw, E., Baabdullah, A., Buhalis, D., Cham, T., Dennis, C., & Dennis, C. (2023). Shaping the metaverse into reality: Multidisciplinary perspectives on opportunities, challenges, and future research. Journal of Computer Information Systems, 63(3), 735–765.
Kousar, S., Sabri, P. S. U., Zafar, M., & Akhtar, A. (2017). Technological factors and adoption of green innovation: Moderating role of government intervention: A case of SMEs in Pakistan. Pakistan Journal of Commerce and Social Sciences, 11(3), 833–861.
Kozinets, R. V. (2023). Immersive netnography: A novel method for service experience research in virtual reality, augmented reality and metaverse contexts. Journal of Service Management, 34(1), 100–125.
Kshetri, N., & Dwivedi, Y. K. (2023). Pollution-reducing and pollution-generating effects of the metaverse (Vol. 69, p. 102620). Elsevier.
Kuehner, H., & Hartenstein, H. (2016). Decentralized secure data sharing with attribute-based encryption: A resource consumption analysis. In Proceedings of the 4th ACM international workshop on security in cloud computing (pp. 74–81).
Kuncoro, W., & Suriani, W. O. (2018). Achieving sustainable competitive advantage through product innovation and market driving. Asia Pacific Management Review, 23(3), 186–192.
Lai, J.-Y., Ulhas, K. R., & Lin, J.-D. (2014). Assessing and managing e-commerce service convenience. Information Systems Frontiers, 16, 273–289.
Lata, S., & Singh, D. (2022). Intrusion detection system in cloud environment: Literature survey & future research directions. International Journal of Information Management Data Insights, 2(2), 100134. https://doi.org/10.1016/j.jjimei.2022.100134
Latinovic, Z., & Chatterjee, S. C. (2019). Customer centricity in the digital age. MIT Sloan Management Review, 60(4), 0_1-0_2.
Li, Y., Zhang, Z., Wang, R., & Chen, Y. (2019). Consumer purchase intention toward crowdfunding products/services: A cost–benefit perspective. Sustainability, 11(13), 3579.
Limarenko, N., Savenkov, D., & Shcherbakov, A. (2023). Using of digital tools as a means of increasing the efficiency of agro-industrial complex. In 2nd international conference on computer applications for management and sustainable development of production and industry (CMSD-II-2022)
Liobikienė, G., & Poškus, M. S. (2019). The importance of environmental knowledge for private and public sphere pro-environmental behavior: Modifying the value-belief-norm theory. Sustainability, 11(12), 3324.
Lockett, A., & Thompson, S. (2001). The resource-based view and economics. Journal of Management, 27(6), 723–754.
Lockett, A., Thompson, S., & Morgenstern, U. (2009). The development of the resource-based view of the firm: A critical appraisal. International Journal of Management Reviews, 11(1), 9–28.
Luarn, P., & Lin, H.-H. (2005). Toward an understanding of the behavioral intention to use mobile banking. Computers in Human Behavior, 21(6), 873–891.
Ma, H., & Mei, H. (2019). Empirical research on the decision-making influence factors in consumer purchase behavior of webcasting platform. In Proceedings of the twelfth international conference on management science and engineering management (pp. 1017–1028). Springer.
Maier, C., Thatcher, J. B., Grover, V., & Dwivedi, Y. K. (2023). Cross-sectional research: A critical perspective, use cases, and recommendations for IS research. International Journal of Information Management, 70, 102625.
Majali, T., Alkaraki, M., Asad, M., Aladwan, N., & Aledeinat, M. (2022). Green transformational leadership, green entrepreneurial orientation and performance of SMEs: The mediating role of green product innovation. Journal of Open Innovation: Technology, Market, and Complexity, 8(4), 191.
Majerová, J., & Pera, A. (2022). Haptic and biometric sensor technologies, spatio-temporal fusion algorithms, and virtual navigation tools in the decentralized and interconnected metaverse. Review of Contemporary Philosophy, 21, 105–121.
Malesios, C., Dey, P. K., & Abdelaziz, F. B. (2020). Supply chain sustainability performance measurement of small and medium sized enterprises using structural equation modeling. Annals of Operations Research, 294, 623–653.
Maqableh, M., Hmoud, H. Y., & Jaradat, M. (2021). Integrating an information systems success model with perceived privacy, perceived security, and trust: The moderating role of Facebook addiction. Heliyon, 7(9), e07899.
Marabelli, M., & Newell, S. (2023). Responsibly strategizing with the metaverse: Business implications and DEI opportunities and challenges. The Journal of Strategic Information Systems, 32(2), 101774.
METAV.RS. (2023). Retrieved June 5, 2023 from https://metav.rs/blog/metaverse-sustainability/
Mogaji, E., Wirtz, J., Belk, R. W., & Dwivedi, Y. K. (2023). Immersive time (ImT): Conceptualizing time spent in the metaverse. International Journal of Information Management, 72, 102659.
Mojilis, F. (2019). Sustainability awareness of students from a green university in Sabah, Malaysia. Journal of Tourism, Hospitality and Environment Management, 4(13), 24–33.
Mombeuil, C., & Uhde, H. (2021). Relative convenience, relative advantage, perceived security, perceived privacy, and continuous use intention of China’s WeChat Pay: A mixed-method two-phase design study. Journal of Retailing and Consumer Services, 59, 102384.
Mourtzis, D., Panopoulos, N., Angelopoulos, J., Wang, B., & Wang, L. (2022). Human centric platforms for personalized value creation in metaverse. Journal of Manufacturing Systems, 65, 653–659.
Münch, C., Benz, L. A., & Hartmann, E. (2022). Exploring the circular economy paradigm: A natural resource-based view on supplier selection criteria. Journal of Purchasing and Supply Management, 28(4), 100793.
Murray, A., Kim, D., & Combs, J. (2023). The promise of a decentralized internet: What is Web3 and how can firms prepare? Business Horizons, 66(2), 191–202.
Mystakidis, S. (2022). Metaverse. Encyclopedia, 2(1), 486–497.
Nazir, S., Khadim, S., Asadullah, M. A., & Syed, N. (2023). Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach. Technology in Society, 72, 102190.
Ngafeeson, M. N., & Merhi, M. I. (2015). E-government diffusion: Evidence from the last decade. In Public affairs and administration: Concepts, methodologies, tools, and applications (pp. 1274–1291). IGI Global.
Nguyen, T. H. (2009). Information technology adoption in SMEs: An integrated framework. International Journal of Entrepreneurial Behavior & Research, 15(2), 162–186.
Nilashi, M., Abumalloh, R. A., Mohd, S., Azhar, S. N. F. S., Samad, S., Thi, H. H., Alghamdi, O. A., & Alghamdi, A. (2023a). COVID-19 and sustainable development goals: A bibliometric analysis and SWOT analysis in Malaysian context. Telematics and Informatics, 76, 101923.
Nilashi, M., Baabdullah, A. M., Abumalloh, R. A., Ooi, K.-B., Tan, G.W.-H., Giannakis, M., & Dwivedi, Y. K. (2023b). How can big data and predictive analytics impact the performance and competitive advantage of the food waste and recycling industry? Annals of Operations Research. https://doi.org/10.1007/s10479-023-05272-y
Nilashi, M., Keng Boon, O., Tan, G., Lin, B., & Abumalloh, R. (2023c). Critical data challenges in measuring the performance of sustainable development goals: Solutions and the role of big-data analytics. Harvard Data Science Review. https://doi.org/10.1162/99608f92.545db2cf
Nuernberger, B., Ofek, E., Benko, H., & Wilson, A. D. (2016). Snaptoreality: Aligning augmented reality to the real world. In Proceedings of the 2016 CHI conference on human factors in computing systems (pp. 1233–1244).
Odeleye, B., Loukas, G., Heartfield, R., Sakellari, G., Panaousis, E., & Spyridonis, F. (2023). Virtually secure: A taxonomic assessment of cybersecurity challenges in virtual reality environments. Computers & Security, 124, 102951. https://doi.org/10.1016/j.cose.2022.102951
Oloveze, A. O., Oteh, O. U., Nwosu, H. E., & Obasi, R. O. (2022). How user behaviour is moderated by affective commitment on point of sale terminal. Rajagiri Management Journal, 16(1), 2–20.
Oriade, A., Osinaike, A., Aduhene, K., & Wang, Y. (2021). Sustainability awareness, management practices and organisational culture in hotels: Evidence from developing countries. International Journal of Hospitality Management, 92, 102699.
Ozdemir, S., de Arroyabe, J. C. F., Sena, V., & Gupta, S. (2023). Stakeholder diversity and collaborative innovation: Integrating the resource-based view with stakeholder theory. Journal of Business Research, 164, 113955.
Ozili, P. K. (2018). Impact of digital finance on financial inclusion and stability. Borsa Istanbul Review, 18(4), 329–340.
Pamucar, D., Deveci, M., Gokasar, I., Delen, D., Köppen, M., & Pedrycz, W. (2023). Evaluation of metaverse integration alternatives of sharing economy in transportation using fuzzy Schweizer-Sklar based ordinal priority approach. Decision Support Systems, 171, 113944.
Pamucar, D., Deveci, M., Gokasar, I., Tavana, M., & Köppen, M. (2022). A metaverse assessment model for sustainable transportation using ordinal priority approach and Aczel–Alsina norms. Technological Forecasting and Social Change, 182, 121778.
Park, H., & Lim, R. E. (2023). Fashion and the metaverse: Clarifying the domain and establishing a research agenda. Journal of Retailing and Consumer Services, 74, 103413.
Park, S.-M., & Kim, Y.-G. (2022). A metaverse: Taxonomy, components, applications, and open challenges. IEEE Access, 10, 4209–4251.
Patnaik, S., Munjal, S., Varma, A., & Sinha, S. (2022). Extending the resource-based view through the lens of the institution-based view: A longitudinal case study of an Indian higher educational institution. Journal of Business Research, 147, 124–141.
Penrose, E. T. (2009). The theory of the growth of the firm. Oxford University Press.
Pierce, R., & Ball, L. (2009). Perceptions that may affect teachers’ intention to use technology in secondary mathematics classes. Educational Studies in Mathematics, 71, 299–317.
Pinna, A., & Ibba, S. (2019). A blockchain-based decentralized system for proper handling of temporary employment contracts. In Intelligent computing: Proceedings of the 2018 computing conference (Vol. 2, pp. 1231–1243). Springer.
Plowman, L. (2016). Rethinking context: Digital technologies and children’s everyday lives. Children’s Geographies, 14(2), 190–202.
Polas, M. R. H., Kabir, A. I., Jahanshahi, A. A., Sohel-Uz-Zaman, A. S. M., Karim, R., & Tabash, M. I. (2023). Rural entrepreneurs behaviors towards green innovation: Empirical evidence from Bangladesh. Journal of Open Innovation: Technology, Market, and Complexity. https://doi.org/10.1016/j.joitmc.2023.100020
Qin, H., Peak, D. A., & Prybutok, V. (2021). A virtual market in your pocket: How does mobile augmented reality (MAR) influence consumer decision making? Journal of Retailing and Consumer Services, 58, 102337.
Ramadani, V., Hisrich, R. D., Abazi-Alili, H., Dana, L.-P., Panthi, L., & Abazi-Bexheti, L. (2019). Product innovation and firm performance in transition economies: A multi-stage estimation approach. Technological Forecasting and Social Change, 140, 271–280.
Ratcliffe, J., Soave, F., Bryan-Kinns, N., Tokarchuk, L., & Farkhatdinov, I. (2021). Extended reality (XR) remote research: A survey of drawbacks and opportunities. In Proceedings of the 2021 CHI conference on human factors in computing systems (pp. 1–13).
Roca, J. C., García, J. J., & De La Vega, J. J. (2009). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17(2), 96–113.
Safari, A., Salehzadeh, R., Panahi, R., & Abolghasemian, S. (2018). Multiple pathways linking environmental knowledge and awareness to employees’ green behavior. Corporate Governance: The International Journal of Business in Society, 18(1), 81–103.
Salim, T. A., El Barachi, M., Mohamed, A. A. D., Halstead, S., & Babreak, N. (2022). The mediator and moderator roles of perceived cost on the relationship between organizational readiness and the intention to adopt blockchain technology. Technology in Society, 71, 102108.
Sattarova Feruza, Y., & Kim, T. H. (2007). IT security review: Privacy, protection, access control, assurance and system security. International Journal of Multimedia and Ubiquitous Engineering, 2(2), 17–32.
Sayem, A. S. M. (2022). Digital fashion innovations for the real world and metaverse (Vol. 15, pp. 139–141). Taylor & Francis.
SDG Metaverse Prize. (2023). SDG metaverse prize. Retrieved June 5, 2023 from https://www.sdgmetaverseprize.org/
Seng, L. C., & Ping, N. S. (2016). The influence of product innovation toward consumer purchase intention. International Journal of Economics, Commerce and Management, 4(4), 773–782.
Shekhar, S., Feiner, S. K., & Aref, W. G. (2015). Spatial computing. Communications of the ACM, 59(1), 72–81.
Shi, F., Ning, H., Zhang, X., Li, R., Tian, Q., Zhang, S., Zheng, Y., Guo, Y., & Daneshmand, M. (2023). A new technology perspective of the Metaverse: Its essence, framework and challenges. Digital Communications and Networks. https://doi.org/10.1016/j.dcan.2023.02.017
Siyaev, A., & Jo, G.-S. (2021). Neuro-symbolic speech understanding in aircraft maintenance metaverse. IEEE Access, 9, 154484–154499.
Speicher, M., Hall, B. D., & Nebeling, M. (2019). What is mixed reality? In Proceedings of the 2019 CHI conference on human factors in computing systems (pp. 1–15).
Srivastava, M., Franklin, A., & Martinette, L. (2013). Building a sustainable competitive advantage. Journal of Technology Management & Innovation, 8(2), 47–60.
Statista. (2022a). Concerns posed by the metaverse according to adults in the United States as of December 2021. Retrieved March from https://www.statista.com/statistics/1288065/united-states-adults-concerns-about-the-metaverse/
Statista. (2022b). Leading benefits of the metaverse worldwide in 2021. Retrieved March from https://www.statista.com/statistics/1285117/metaverse-benefits/
Statista. (2022c). Metaverse potential consumer expenditure total addressable market in the United States as of 2022c, by segment. Retrieved March from https://www.statista.com/statistics/1288655/metaverse-consumer-expenditure-tam-united-states/
Statista. (2022d). Metaverse potential market opportunity worldwide 2021, by scenario. Retrieved March from https://www.statista.com/statistics/1286718/metaverse-market-opportunity-by-scenario/
Statista. (2022e). Potential security concerns according to metaverse enthusiasts in the United States as of August 20-22. Retrieved 2023 from https://www.statista.com/statistics/1346474/us-metaverse-security-concerns-2022/
Statista. (2023a). Metaverse education: Worldwide. Retrieved June 10, 2023 from https://www.statista.com/outlook/amo/metaverse/metaverse-education/worldwide#analyst-opinion
Statista. (2023b). Metaverse workplace: Worldwide. https://www.statista.com/outlook/amo/metaverse/metaverse-workplace/worldwide#analyst-opinion
Strada, F., Lopez, M. X., Fabricatore, C., dos Santos, A. D., Gyaurov, D., Battegazzorre, E., & Bottino, A. (2023). Leveraging a collaborative augmented reality serious game to promote sustainability awareness, commitment and adaptive problem-management. International Journal of Human-Computer Studies, 172, 102984.
Sun, Y., Li, T., & Wang, S. (2022). “I buy green products for my benefits or yours”: Understanding consumers’ intention to purchase green products. Asia Pacific Journal of Marketing and Logistics, 34(8), 1721–1739.
Tan, G.W.-H., Aw, E.C.-X., Cham, T.-H., Ooi, K.-B., Dwivedi, Y. K., Alalwan, A. A., Balakrishnan, J., Chan, H. K., Hew, J. J., & Hughes, L. (2023). Metaverse in marketing and logistics: The state of the art and the path forward. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-01-2023-0078
Tang, F., Chen, X., Zhao, M., & Kato, N. (2022). The roadmap of communication and networking in 6G for the metaverse. IEEE Wireless Communications, 30, 72–81.
Thong, J. Y. (1999). An integrated model of information systems adoption in small businesses. Journal of Management Information Systems, 15(4), 187–214.
Tornatzky, L. G., & Klein, K. J. (1982). Innovation characteristics and innovation adoption-implementation: A meta-analysis of findings. IEEE Transactions on Engineering Management, 1, 28–45.
Tsai, Y. C., & Yeh, J. C. (2010). Perceived risk of information security and privacy in online shopping: A study of environmentally sustainable products. African Journal of Business Management, 4(18), 4057.
Umar, A. (2022). Metaverse for UN SDGs: An exploratory study. In Science-Policy Brief for the Multistakeholder Forum on Science, Technology and Innovation for the SDGs, 2022. https://sdgs.un.org/sites/default/files/2022-05/2.1.4-27-Umar-Metaverse4SDG.pdf
Valaskova, K., Horak, J., & Bratu, S. (2022). Simulation modeling and image recognition tools, spatial computing technology, and behavioral predictive analytics in the metaverse economy. Review of Contemporary Philosophy, 21, 239–255.
van Aalderen-Smeets, S. I., Walma van der Molen, J. H., & Asma, L. J. (2012). Primary teachers’ attitudes toward science: A new theoretical framework. Science Education, 96(1), 158–182.
Vásquez-Urriago, Á. R., Barge-Gil, A., Rico, A. M., & Paraskevopoulou, E. (2014). The impact of science and technology parks on firms’ product innovation: Empirical evidence from Spain. Journal of Evolutionary Economics, 24, 835–873.
Verma, S., Warrier, L., Bolia, B., & Mehta, S. (2022). Past, present, and future of virtual tourism: A literature review. International Journal of Information Management Data Insights, 2(2), 100085. https://doi.org/10.1016/j.jjimei.2022.100085
Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, 41(6), 747–762.
Vladimirov, Z. (2016). SME innovations and performance: The mediating role of product innovation. International Review of Entrepreneurship, 14(2), 209–233.
von der Heidt, T., & Scott, D. R. (2009). Rethinking the role of collaborative product innovation. In The future of innovation: 22nd international society of professional innovation management (ISPIM) conference, Vienna (pp. 1–26).
Wan, X., Teng, Z., Li, Q., & Deveci, M. (2023). Blockchain technology empowers the crowdfunding decision-making of marine ranching. Expert Systems with Applications, 221, 119685.
Wang, Y., & Zhao, J. (2022). Mobile edge computing, metaverse, 6G wireless communications, artificial intelligence, and blockchain: Survey and their convergence. In 2022 IEEE 8th world forum on Internet of Things (WF-IoT) (pp. 1–8). IEEE.
Wang, A., Gao, Z., Lee, L. H., Braud, T., & Hui, P. (2022). Decentralized, not dehumanized in the metaverse: Bringing utility to NFTs through multimodal interaction. In Proceedings of the 2022 international conference on multimodal interaction (pp. 662–667).
Weerakkody, V., Irani, Z., Kapoor, K., Sivarajah, U., & Dwivedi, Y. K. (2017). Open data and its usability: An empirical view from the Citizen’s perspective. Information Systems Frontiers, 19, 285–300.
Wegner, P. (1996). Interoperability. ACM Computing Surveys (CSUR), 28(1), 285–287.
Werner, M. (2019). Quantum spatial computing. SIGSPATIAL Special, 11(2), 26–33. https://doi.org/10.1145/3377000.3377004
Wernerfelt, B. (1984). A resource-based view of the firm. Strategic Management Journal, 5(2), 171–180.
Wong, L.-W., Tan, G.W.-H., Ooi, K.-B., Lin, B., & Dwivedi, Y. K. (2022). Artificial intelligence-driven risk management for enhancing supply chain agility: A deep-learning-based dual-stage PLS-SEM-ANN analysis. International Journal of Production Research. https://doi.org/10.1080/00207543.2022.2063089
Xiao, Z., Zhou, M. X., Liao, Q. V., Mark, G., Chi, C., Chen, W., & Yang, H. (2020). Tell me about yourself: Using an AI-powered chatbot to conduct conversational surveys with open-ended questions. ACM Transactions on Computer-Human Interaction, 27(3), 1–37.
Xu, M., Guo, Y., Hu, Q., Xiong, Z., Yu, D., & Cheng, X. (2022a). A trustless architecture of blockchain-enabled metaverse. In High-confidence computing (p. 100088).
Xu, H., Li, Z., Li, Z., Zhang, X., Sun, Y., & Zhang, L. (2022b). Metaverse native communication: A blockchain and spectrum prospective. In 2022a IEEE international conference on communications workshops (ICC workshops) (pp. 7–12). IEEE.
Xu, X., Wang, S., & Yu, Y. (2020). Consumer’s intention to purchase green furniture: Do health consciousness and environmental awareness matter? Science of the Total Environment, 704, 135275.
Yadegaridehkordi, E., Nilashi, M., Shuib, L., Nasir, M. H. N. B. M., Asadi, S., Samad, S., & Awang, N. F. (2020). The impact of big data on firm performance in hotel industry. Electronic Commerce Research and Applications, 40, 100921.
Yan, B., & Rhodes, P. J. (2008). Toward automatic parallelization of spatial computation for computing clusters. In Proceedings of the 17th international symposium on high performance distributed computing (pp. 45–54).
Yang, F., Ren, L., & Gu, C. (2022a). A study of college students’ intention to use metaverse technology for basketball learning based on UTAUT2. Heliyon, 8(9), e10562.
Yang, Q., Zhao, Y., Huang, H., Xiong, Z., Kang, J., & Zheng, Z. (2022b). Fusing blockchain and AI with metaverse: A survey. IEEE Open Journal of the Computer Society, 3, 122–136.
Yang, Y., Siau, K., Xie, W., & Sun, Y. (2022c). Smart health: Intelligent healthcare systems in the metaverse, artificial intelligence, and data science era. Journal of Organizational and End User Computing, 34(1), 1–14.
Yeo, A. D., Deng, A., & Nadiedjoa, T. Y. (2020). The effect of infrastructure and logistics performance on economic performance: The mediation role of international trade. Foreign Trade Review, 55(4), 450–465.
Yi, L., Khan, M. S., & Safeer, A. A. (2022). Firm innovation activities and consumer brand loyalty: A path to business sustainability in Asia. Frontiers in Psychology, 13, 942048.
Yoo, K., Welden, R., Hewett, K., & Haenlein, M. (2023). The merchants of meta: A research agenda to understand the future of retailing in the metaverse. Journal of Retailing, 99, 173–192.
Yoon, J., Vonortas, N. S., & Han, S. (2020). Do-It-Yourself laboratories and attitude toward use: The effects of self-efficacy and the perception of security and privacy. Technological Forecasting and Social Change, 159, 120192.
Yoshioka-Kobayashi, T., Miyanoshita, T., & Kanama, D. (2020). Revisiting incremental product innovations in the food-manufacturing industry: An empirical study on the effect of intellectual property rights. Journal of Economic Structures, 9(1), 1–19.
Zainab, B., Awais Bhatti, M., & Alshagawi, M. (2017). Factors affecting e-training adoption: An examination of perceived cost, computer self-efficacy and the technology acceptance model. Behaviour & Information Technology, 36(12), 1261–1273.
Zheng, Z., Xie, S., Dai, H.-N., Chen, X., & Wang, H. (2018). Blockchain challenges and opportunities: A survey. International Journal of Web and Grid Services, 14(4), 352–375.
Zuo, L., Yang, X., Liu, H., & Chen, J. (2018). Research on the effect of willingness to use in unmanned restaurants: An integrated model. In 2018 15th international conference on service systems and service management (ICSSSM) (pp. 1–5). IEEE.
Funding
No funds, grants, or other support were received.
Author information
Authors and Affiliations
Corresponding author
Ethics declarations
Competing interests
All authors certify that they have no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest in the subject matter or materials discussed in this manuscript.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Appendix
Appendix
See Table 6.
Rights and permissions
Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law.
About this article
Cite this article
Abumalloh, R.A., Nilashi, M., Ooi, K.B. et al. The adoption of metaverse in the retail industry and its impact on sustainable competitive advantage: moderating impact of sustainability commitment. Ann Oper Res 342, 5–46 (2024). https://doi.org/10.1007/s10479-023-05608-8
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10479-023-05608-8