The Impact of the Metaverse on Green Marketing: A Paradigm Shift in Sustainable Consumer Behaviour

The rise of the metaverse has attracted a lot of interest as technology improvement keep transforming how we interact and engage with the virtual world. The term “metaverse” denotes an interactively simulated world in which individuals have the ability to engage with an artificially created setting along with other users in real time. The primary objective of the present study is to examine the possible implications of the metaverse on green marketing, with a special emphasis on its effects on sustainable consumption behaviour. Through a comprehensive analysis of the metaverse’s distinctive attributes, potential advantages, and inherent obstacles, our objective is to ascertain the extent to which this emerging digital realm might effectively facilitate the progress of ecologically sustainable products as well as behaviours of consumers. Furthermore, we analyze the potential implications for businesses and marketers in utilizing the metaverse as a means to augment their environmentally conscious advertising approaches.