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Overcoming obstacles: the future of French Gen-Z in the metaverse. Does familiarity with current metaverse platforms play a key role?

Author

Listed:
  • Souheila Kaabachi

    (EBS Paris)

  • Sélima Ben Mrad

    (H. Wayne Huizenga College of Business and Entrepreneurship)

  • Fabienne Cadet

    (H. Wayne Huizenga College of Business and Entrepreneurship)

  • Ahmed Anis Charfi

    (ISTEC Paris)

  • Monyédodo Régis Kpossa

    (ESCE International Business School Paris)

Abstract

This study investigates the factors influencing Gen-Z’s reluctance to adopt the metaverse in France. Despite their potential role in its future, concerns remain prevalent among this generation. Utilizing a mixed-methods approach, the research includes a qualitative study with 25 self-selected students aged 15–25, followed by a survey of 251 Gen-Z individuals. The findings reveal that the primary barrier to adoption is the perception of socially irresponsible practices within the Metaverse. Additional concerns comprise doubts about the Metaverse, security, privacy risks, and lack of awareness. Notably, the risks of addiction and negative reputation had minimal or non-significant impacts on resistance behavior. The study highlights the moderating effect of familiarity with existing platforms on resistance. Recommendations stress the need for a socially responsible, transparent, and safe Metaverse, alongside the efforts to educate Gen-Z about its advantages.

Suggested Citation

  • Souheila Kaabachi & Sélima Ben Mrad & Fabienne Cadet & Ahmed Anis Charfi & Monyédodo Régis Kpossa, 2025. "Overcoming obstacles: the future of French Gen-Z in the metaverse. Does familiarity with current metaverse platforms play a key role?," Journal of Marketing Analytics, Palgrave Macmillan, vol. 13(3), pages 846-872, September.
    • Handle: RePEc:pal:jmarka:v:13:y:2025:i:3:d:10.1057_s41270-025-00398-3
    DOI: 10.1057/s41270-025-00398-3
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