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Consumer Behavior in the Metaverse: Understanding Patterns, Mechanisms, and Implications

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  • Haiyang Yang
  • Amitava Chattopadhyay

Abstract

The metaverse, shaped by a growing spectrum of rapidly advancing technologies, is becoming a major medium for consumption. From how consumers make purchase decisions and form brand relationships to how they develop a sense of self and experience well-being, consumer research can illuminate a plethora of metaverse-related behavioral phenomena and identify the associated mechanisms and implications. Different methodological approaches including experiments, qualitative inquiries, and quantitative analyses can be leveraged to investigate consumer behavior in the metaverse and provide actionable insights for consumers, managers, and policymakers.

Suggested Citation

  • Haiyang Yang & Amitava Chattopadhyay, 2025. "Consumer Behavior in the Metaverse: Understanding Patterns, Mechanisms, and Implications," Journal of the Association for Consumer Research, University of Chicago Press, vol. 10(2), pages 127-129.
    • Handle: RePEc:ucp:jacres:doi:10.1086/735283
    DOI: 10.1086/735283
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