Supply chain metaverse adoption and market performance: exploring the transformative resilience pathway

Purpose Despite growing interest in metaverse technologies for supply chain management, empirical evidence on their market performance benefits remains scarce. This study aims to address this gap by examining how supply chain metaverse adoption (SCMA) enhances supply chain market performance (SCMP), with particular attention to transformative resilience (TR) as a mediating mechanism and metaverse platform capability (MPC) as a moderating condition. Drawing on dynamic capabilities theory, the study develops and tests a comprehensive model that explains the conditions under which metaverse adoption translates into superior market outcomes. Design/methodology/approach Using a two-wave survey, data were collected from 300 senior managers of agribusiness firms and their key suppliers in Ghana. Structural equation modeling (Analysis of moment structures-SEM) and hierarchical regression were used to assess the direct, interaction and mediational relationships among SCMA, TR, MPC and SCMP. Findings The results show that SCMA significantly enhances both SCMP and TR. TR partially mediates the link between SCMA and SCMP. Furthermore, MPC positively moderates the SCMA–TR link, indicating that firms with stronger MPC experience amplified resilience gains from metaverse adoption. Practical implications The findings suggest that agribusiness firms and supply chain organizations in general can better enhance the benefits of disruptive technologies such as the metaverse by fully integrating them into the operational processes and intentionally developing the capabilities required to use these technologies effectively. Originality/value This study offers novel insights into the specific processes of how and when metaverse can be used to build TR and subsequently enhance SCMP. It also deepens our understanding of how digital technology can be optimally harnessed within the framework of dynamic capability and contributes to the growing literature on contemporary technologies, resilience and market value within supply chains.