Metaverse for Sustainable Marketing Toward Circular Economy

Metaverse is a novel technology which remain a call for a universal accepted concept but its implications in Marketing have been widely discussed since Facebook started focusing their investment and re-named their company as Meta. When coping with challenges of sustainability and the future business model, known as circular economy, metaverse potentially becomes a tool to optimize user or customer experience, prevent any waste or excessive cause, and promote sustainable ideas, products, and practices in more vividly interactive environment, also known as a mixed reality. Deriving from education applications, metaverse is expected to emerge in commercial field as a strategic competitiveness, however, most of its practical implications has been under developing and the circularity promotion was rarely mentioned. Therefore, this paper aims to unveil the extension of metaverse’s possibilities and capabilities for sustainable marketing integration in the circular economy transition.