Harnessing Metaverse Capabilities for Green Value Creation: The Interplay of Innovation, Manufacturing Practices, and Organizational Culture

ABSTRACT The digital transformation and sustainability are converging rapidly, making the technologies enabled by the metaverse one of the most significant frontiers in green and intelligent manufacturing. This paper examines the potential of the metaverse based on cognitive realism, digital twins, technical interoperability, and real‐time integration, which can be leveraged to create green value by enhancing sustainable innovation and green manufacturing processes in Chinese furniture companies. We employed the resource‐based view (RBV) as the theoretical framework for this study, based on which data were gathered from 378 respondents and analyzed using partial least squares structural equation modeling (PLS‐SEM). The results indicate that the use of the metaverse has a significant impact on sustainable innovation and green manufacturing, resulting in improved green firm performance. Digital organizational culture strengthened these relationships to enhance the positive effects of metaverse technology on sustainability outcomes. By combining technological and cultural resources in a coherent structural model, this study extends the digital sustainability literature.