Beyond the Virtual Realm: an introductory investigation on Inward and Outward Emotional Responses to Sustainable Fashion Products in the Metaverse

Relevant trends, affecting the development of the Metaverse together with other technological innovations, are currently shaping the way through which individuals’ emotions are elicited, when exposed, in a context of para-social interaction, to brands and products. In this context, limited attention has been devoted to exploring the effects of this new touchpoint on consumers’ specific inward and outward emotions. Therefore, the aim of the present work is to analyse the differential effect on forming individual emotions in the Metaverse - a 3D virtual reality - comparing the outcomes with the conventional 2D environment (Webex platform) in the context of sustainable high-end fashion products. Findings suggest the presence of significant relationships between the environment in which the discussion is conducted, and the way through which some specific emotions are evoked during individuals’ exposition to sustainability’s stimuli, in turn affecting the perceived financial value of the goods