Overcoming obstacles: the future of French Gen-Z in the metaverse. Does familiarity with current metaverse platforms play a key role?

Souheila Kaabachi (), Sélima Ben Mrad (), Fabienne Cadet (), Ahmed Anis Charfi () and Monyédodo Régis Kpossa ()
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Souheila Kaabachi: EBS Paris
Sélima Ben Mrad: H. Wayne Huizenga College of Business and Entrepreneurship
Fabienne Cadet: H. Wayne Huizenga College of Business and Entrepreneurship
Ahmed Anis Charfi: ISTEC Paris
Monyédodo Régis Kpossa: ESCE International Business School Paris

Journal of Marketing Analytics, 2025, vol. 13, issue 3, No 15, 846-872

Abstract: Abstract This study investigates the factors influencing Gen-Z’s reluctance to adopt the metaverse in France. Despite their potential role in its future, concerns remain prevalent among this generation. Utilizing a mixed-methods approach, the research includes a qualitative study with 25 self-selected students aged 15–25, followed by a survey of 251 Gen-Z individuals. The findings reveal that the primary barrier to adoption is the perception of socially irresponsible practices within the Metaverse. Additional concerns comprise doubts about the Metaverse, security, privacy risks, and lack of awareness. Notably, the risks of addiction and negative reputation had minimal or non-significant impacts on resistance behavior. The study highlights the moderating effect of familiarity with existing platforms on resistance. Recommendations stress the need for a socially responsible, transparent, and safe Metaverse, alongside the efforts to educate Gen-Z about its advantages.

Keywords: Resistance behavior; Barriers to use the metaverse; Gen-Z; Darkside of the metaverse; Innovation resistance theory (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1057/s41270-025-00398-3

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