The Students’ Perspectives on Ethical Concerns in Metaverse:
A Focus Group Study
Abstract
With the rapid expansion of the Metaverse, e-commerce has undergone transformative changes, offering immersive shopping experiences. This technological evolution, however, brings forth a range of ethical concerns. This study examines the perspectives of students on these ethical issues within metaverse e-commerce, utilising focus group discussions as the primary research method. 38 participants from the e-commerce course engaged in discussions that revealed several key concerns. Among these are issues related to privacy and data security, with students expressing fears about personal information misuse and inadequately protected digital identities. Additionally, the focus group identified the need for greater transparency and accountability from e-commerce platforms operating in the Metaverse. Participants suggested developing ethical guidelines and regulatory measures to protect consumers from ethical infringements, emphasising the role of education in equipping users with the skills to navigate these virtual spaces responsibly. This study contributes to the growing body of literature on the ethical dimensions of emerging digital environments. Highlighting the students’ concerns and recommendations underscores the need for guidelines to ensure that metaverse e-commerce develops in an ethically responsible manner.
Copyright (c) 2026 Gading Journal for the Social Sciences (e-ISSN 2600-7568)
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