Metaverse, the last technological frontier of environmental sustainable food: Worldwide evidence from the first business case studies

Abstract

The purpose of this paper is to highlight for the first time the potential offered by this innovative technological opportunity in the coming years. The metaverse probably represents the boundary between the most avant-garde current innova-tions and, at the same time, what could be the possible development potentials of the near future. Through considerations on current knowledge and, above all, with the help of empirical evidence from the first business cases of metaverse applica-tions in the food sector, it is possible to understand how food companies can win in increasingly fierce international competition; it is necessary to invest more and more in economically, socially and environmentally sustainable strategic actions, above all in really new technological innovations. From the analysis of the first ex-isting case studies it is clear that the metaverse is certainly an innovation that opens up new sustainable economic possibilities, also for companies in the food sector. To date there are no other studies like this on this topic and, in particular, in the food system. However it is only a starting point for further future studies. Yet, it is already possible to identify the strategic potential of the metaverse.