Collaborative driving mode of sustainable marketing and supply chain management supported by metaverse technology

In this article, we aim to explore the relationship between sustainable marketing and supply chain management (SCM) under the background of metaverse technology to realize the sustainable development of enterprises. First, this study deeply studies the influence of metaverse technology on sustainable marketing strategy from the theoretical level. Second, it deeply discusses the integration of digital transformation and sustainable development in SCM. Finally, this study implements a collaborative driving model of sustainable marketing and SCM supported by metaverse. By designing and analyzing the questionnaire on the sustainable performance of enterprises, it is found that SCM, cooperation with customers, investment recovery, sustainable marketing, R&D and design, production, and manufacturing have a significant positive influence on the sustainable performance of enterprises (p<0.01). In addition, the distribution and retail in sustainable marketing negatively impact the sustainable performance of enterprises, and the standardization coefficient is −0.225 (p<0.05). These research results emphasize the importance of sustainable marketing and SCM, which jointly promote enterprises to achieve sustainable performance, and ultimately provide valuable practical guidance for building a sustainable digital economy and contribute to collaborative optimization in enterprise engineering.