From innovation resistance to responsible consumption: Sustainability signals shaping trust and preference in luxury metaverse marketing

This study investigates how functional and psychological barriers influence Vietnamese consumers' attitudes toward metaverse marketing, with a specific focus on luxury brand preference. The research draws on two theories, namely Innovation Resistance Theory (IRT) and Signaling Theory, and incorporates personal innovativeness and perceived sustainability commitment as moderating factors. Additionally, the study explores the relationships among attitude, brand trust, and brand preference. While previous studies examined metaverse adoption across a variety of industries, less attention has been paid to how resistance factors influence customer behavior in luxury brand contexts, particularly in developing nations. This study fills a gap in research on how personal innovativeness and perceived sustainability commitment influence consumer attitudes in digital luxury marketing. Using a structured questionnaire, data were collected from Vietnamese consumers interested in luxury brands and analyzed using SPSS 26 and SmartPLS 3. Results show that functional and psychological barriers, except for image barriers, negatively affect attitudes toward metaverse marketing. However, personal innovativeness mitigates the effects of tradition barriers, image barriers, and technophobia. A positive attitude enhances brand trust, which in turn drives brand preference, especially when sustainability commitment is perceived. To overcome resistance, luxury brands should streamline digital experiences, emphasize clear value, and promote authentic sustainability efforts.