Jehun Moon and Mehmet Erdem (both Hospitality) recently published their study titled, 'From pixels to plates: generation Z’s psychological decision-making in blockchain-based digital twins of quick-service restaurants', in the Journal of Hospitality and Tourism Insights.

This study is one of the first to synthetically explore the psychological antecedents and moderators shaping Gen Z customers’ purchase intentions for real-world delivery from blockchain-based digital twins of QSRs, drawing on the cognitive-affective-conative model, theory of consumption values, and social cognitive theory. The findings provide detailed and actionable insights for QSR operators, marketers, and the metaverse platform developers in formulating effective metaverse marketing strategies.