LAUSR

The metaverse is emerging as a focal point for technological advancement, social interaction, and commerce. Despite brands' enthusiasm for establishing a presence in the metaverse, consumer adoption remains modest, with the initial hurdle being avatar creation. To better understand why consumers are hesitant to engage in the metaverse, this study focuses on avatars as virtual representations of self, particularly during the stage of avatar creation. Drawing on theories of self‐presentation and identity formation, this research investigates how users conceptualise and express their virtual avatars. Through a series of in‐depth semi‐structured interviews, we propose an integrated framework that illustrates how consumers engage in a complex avatar creation process consisting of consolidation, exploration, affirmation, and aspiration. Further, our insights show that avatars serve as extensions of real‐world identities, as well as how this impacts consumption behaviour. These insights are valuable for marketers aiming to develop actionable consumer‐centric metaverse strategies, and researchers investigating consumer behaviour within immersive consumption environments.