Examining the role of green Metaverse adoption in banking sector in Telangana

Abstract

This study examines the role of green Metaverse adoption in the banking industry. The traditional banking system is on the verge of transformation to various adoption of technologies involving Augmented Reality (AR),Virtual Reality(VR) and Extended Reality(XR).  A consumer model is developed by extending Technology-Organization-Environment (TOE) and Technology Acceptance Model (TAM) frameworks with sustainability linked factors. The proposed model is validated by conducting the Structural Equational Modelling (PLS-SEM) using SmartPLS 4 and Judgmental sampling method was used to collect data from 435 banking customers of public and private banks in Telangana Region. The findings show that Perceived Usefulness, Perceived Ease of Use and competitive pressure are strong predictors of Green Metaverse adoption. Adoption of Green Metaverse has a positive relationship with sustainability outcomes. Also, there is a significant indirect effect of Perceived Usefulness, Perceived Ease of Use, and competitive pressure on Metaverse sustainable outcomes through green Metaverse adoption.