The metaverse, shaped by a growing spectrum of rapidly advancing technologies, is becoming a major medium for consumption. From how consumers make purchase decisions and form brand relationships to how they develop a sense of self and experience well-being, consumer research can illuminate a plethora of metaverse-related behavioral phenomena and identify the associated mechanisms and implications. Different methodological approaches including experiments, qualitative inquiries, and quantitative analyses can be leveraged to investigate consumer behavior in the metaverse and provide actionable insights for consumers, managers, and policymakers. This JACR issue highlights diverse streams of consumer research on the metaverse and aims to spark new investigations into this emerging domain.