Analyzing Consumer Behavior in Metaverse Environment

The metaverse is quickly transforming digital consumer behavior, especially among Generation Z, who are digital natives by nature. This research investigates Gen Z’s interaction with the metaverse, with an emphasis on awareness, information search, interaction, and post-engagement assessment. With a survey research design involving 197 respondents and Factor Analysis via SPSS, the study presents three major factors that drive consumer behavior: Metaverse Usage Behavior and Engagement, Perceived Usefulness and Trust, and Financial and Technical Barriers. Results reveal that Gen Z engages in active use of the metaverse with virtual asset buys and immersive engagements but is deterred from adopting it by security issues and excessive technological expenses. Companies can use these findings to build consumer-oriented strategies, foster trust, and build interactive virtual experiences. The research contributes to metaverse marketing and digital consumer behavior scholarship and also points out areas for future research in developing virtual environments.