The metaverse and sustainability as drivers revolutionizing customer experience in the food industry

University of Food Technologies – Plovdiv, Faculty of Economics, 4000 Plovdiv, 26 Maritsa blvd., Bulgaria

^* Corresponding author: i.kulova@abv.bg

Abstract

The metaverse’s rapid emergence as a key focus in modern discussions on innovation is driving a transformation in customer experience strategies. Fueled by evolving consumer demands for sustainability, companies of food industry are actively integrating metaverse innovations into their customer engagement plans. The aim of this study is to explore and highlight the transformation of customer experience strategies in the food industry within the metaverse, driven by the evolving demands and expectations of consumers for sustainability. The research strives to showcase how companies in food industry can adopt sustainability and fairness in the metaverse, creating immersive encounters and building relationships with consumers, all while encouraging environmentally conscious behaviour and motivating beneficial actions in the real world. Drawing from the insights gained in the secondary analysis, the study identifies and outlines specific strategies that companies in the food industry can adopt within the metaverse. These strategies aim to enhance customer experiences while embracing sustainability. The results of this study include a deeper understanding of how the metaverse is reshaping customer experience strategies in the food industry, leading to the identification of specific strategies that integrate sustainability, fostering immersive engagement and environmentally conscious behaviours.