Navigating the digital frontier: understanding shopping behavior in the metaverse through an SLR lens

Purpose The purpose of this study is to delve into the intricacies of consumer shopping behavior within the metaverse, aiming to uncover how virtual environments influence decision-making processes. By examining psychological, social and technological factors, this study seeks to provide a comprehensive understanding of consumer experiences in digital realms and to propose a forward-looking research agenda. Design/methodology/approach Using a systematic literature review (SLR) grounded in the Theory, Context, Characteristics and Methods (TCCM) framework, complemented by thematic analysis, this study scrutinizes 96 articles sourced from Scopus, spanning the period from 2003 to 2024. Findings The metaverse engenders unique consumer behaviors, driven by immersive experiences, personalization and social presence. Virtual shopping fosters heightened engagement, loyalty and satisfaction, with emotional and ethical considerations significantly influencing purchase decisions. Key themes such as virtual economies, psychological ownership and trust underscore the delicate balance between digital convenience and privacy concerns. Notably, consumers exhibit impulse and exploratory tendencies, with a marked inclination toward prosocial and ethical choices. Practical implications The findings of this study provide actionable insights for businesses to leverage immersive technologies, address privacy concerns and foster consumer trust. Strategies emphasizing personalization, ethical consumption and virtual asset ownership are pivotal in enhancing consumer engagement in digital environments. Originality/value This study pioneers the integration of emerging theories with practical insights, advancing the understanding of virtual commerce dynamics. This study elucidates the evolving interplay between technology and consumer behavior, offering a strategic application in metaverse.