MetaMinds and Digital Realms: Deciphering Gen Z Consumer Behavior in Metaverse Marketing
Priyakrushna Mohanty, Aarthy Chellasamy, Aishwarya Nagarathinam · 2025
Abstract This conceptual research paper explores the innovative convergence of virtual reality (VR), augmented reality (AR), and digital spaces as it dives into the complex dynamics of Gen Z consumer behavior within the metaverse. Businesses and scholars alike face hurdles in comprehending the complex preferences, motives, and decision-making processes of this generation of digital natives, as traditional marketing tactics undergo a metamorphosis in the aftermath of the metaverse. Understanding the nuances of Gen Z’s interactions in this immersive digital world is crucial for businesses looking to connect and engage with this significant consumer generation as the metaverse becomes an increasingly important part of everyday life. Thus, this study also attempts to understand the awareness about metaverse among Gen Z and the challenges faced during the act of purchase in a meta environment.