Exploring participation intentions in metaverse-based retail stores: Implications for commute reduction

The retailing industry has experienced considerable transformations. The evolution of consumer shopping has been similarly remarkable, transitioning from the barter system and street markets to shopping malls' online platforms and, most recently, the metaverse. The metaverse is increasingly recognised as offering an immersive experience akin to a real-world mall, where consumers can engage in play, social interaction, community building, and purchasing both virtual and physical goods. However, the capabilities of the metaverse could be further utilised to save the environment and reduce carbon emissions, offering a hopeful future for retailing. This study examines the participative intention towards metaverse-based retail stores using the norm activation model (NAM) by collecting data from 532 respondents. The data was analysed using structured equation modeling (SEM). The findings indicate that activated personal norms and positive attitudes significantly drive participative intention towards metaverse-based retail stores, empowering individuals to make a positive impact. These results underscore the influential role of personal norms and positive attitudes in shaping consumer behaviour in the metaverse, giving individuals a sense of empowerment and impact.