Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour

Game strategies are widely used by companies to attract users and increase their stickiness. At the same time, the protection of the ecological environment is also an important expression of corporate social responsibility. This paper explores the integration of social responsibility with gaming strategies from the psychological perspective of game withdrawal, and explores the incorporation of social responsibility as an element in gamification design to reduce user withdrawal behaviour, thereby increasing individual’s environmentally sustainable behaviour. We evidenced our hypothesis through two studies. Study one proved our hypothesis by recruiting 106 university undergraduates (from Wuhan University, mean age 20, of whom 47 were female and 59 were male) to prove our hypothesis by recalling previous experiences with different types of games. Study two further tested our hypothesis by manipulating participants’ guilt through randomly recruiting 196 participants (mean age 35, of whom 88 were female and 108 were male, 35 of them were students, 107 were office workers and 54 were from other sectors) from different industries through the questionnaire research website Credamo. The findings show that incorporating social responsibility elements into the design of games can make users engage in pro-social behaviour while playing the game, and the guilt that users feel because of the game will be compensated by pro-social behaviour, thus reducing the game frequency and duration and improving the intent of pro-social behaviour. At the same time, players’ self-control moderates the effect of guilt on game play volume under a socially responsible gamification design.