Sustainability perceptions of high-end fashion products in the Metaverse: a comparative investigation on different media settings

Over the past years, fashion customers and stakeholders have become more concerned to how sustainability goals are being implemented. Despite the increasing relevance of 3D virtual reality, limited attention has been devoted to exploring its effects on consumer sustainability perception. This study investigates how consumers rank a set of objective and visible practices and of subjective responses and emotions when exposed to Metaverse comparing the outcomes with 2D environments. Findings suggest the presence of significant relationships between the environment in which the discussion is conducted, and the way consumers perceive specific practices and emotions connected to sustainable high-end fashion products.