Leveraging the Metaverse for Sustainable Practices in Retail Business: Opportunities and Challenges.

Mujibur Rahman; Mohammad Akhtar

doi:10.4067/s0718-27242025000200012

Autores/as

Mujibur Rahman Galgotias University, Greater Noida, India
Mohammad Akhtar Galgotias University, Greater Noida, India

DOI:

https://doi.org/10.4067/s0718-27242025000200012

Resumen

La rápida aparición del Metaverso presenta oportunidades transformadoras para el sector minorista, particularmente en el avance de la sostenibilidad en sus dimensiones ambiental, social y económica. Este artículo explora cómo las aplicaciones del metaverso, tales como tiendas virtuales, pruebas de productos inmersivas y comercio basado en NFT, pueden promover prácticas de venta al por menor sostenibles. El objetivo principal es examinar el potencial del Metaverso para contribuir a los objetivos de sostenibilidad, utilizando casos de uso seleccionados que destacan su impacto en la reducción de emisiones de carbono, la mejora de la inclusión social y la facilitación de eficiencias de costos. Se adopta un enfoque de investigación cualitativo, basado en datos secundarios de literatura académica, informes de la industria y estudios de caso recientes sobre la implementación del metaverso en el comercio minorista global. El análisis se estructura utilizando el marco de la Triple Cuenta de Resultados (TBL) para evaluar el impacto en la sostenibilidad en tres dominios: ambiental (reducción de viajes y devoluciones), social (mejora de la accesibilidad y el bienestar) y económico (ahorros operativos y nuevas fuentes de ingresos). Los hallazgos indican que el Metaverso puede reducir significativamente el impacto ambiental a través de las compras virtuales, apoyar la sostenibilidad social mediante la inclusión y el empoderamiento de los empleados, y mejorar la resiliencia económica a través de la innovación digital y el compromiso del cliente. Sin embargo, persisten desafíos como la desigualdad digital, el consumo de energía y las lagunas regulatorias. El estudio ofrece implicaciones clave para gerentes, legisladores e investigadores al proponer vías estratégicas para la adopción sostenible del metaverso en el comercio minorista. Avanza la teoría al extender el marco TBL a las tecnologías inmersivas y destaca la necesidad de ecosistemas digitales y políticos de apoyo.

Palabras clave:

Metaverso en retail
Sostenibilidad de triple impacto
Comercio inmersivo
Tiendas virtuales
Sostenibilidad socioeconómica

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