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Ant Forest through the Haze: A Case Study of Gamified Participatory Pro-Environmental Communication in China

Author

Listed:
  • Yang Chen

    (College of Humanities and Social Sciences, Harbin Institute of Technology (Shenzhen), Shenzhen 518055, China)

  • Danqing Cai

    (Huawei Technologies, Shenzhen 518129, China)

Abstract

Increasing energy consumption and growing pollutant emissions speak volumes about the environmental challenges in various countries and regions. As one of the fastest-developing countries, China has been facing a serious environmental crisis, with many parts of the country constantly shrouded in a heavy haze. In order to improve the public’s pro-environmental awareness and encourage people to take action to contribute to energy conservation and emissions reduction, Ant Forest, a gamified participatory communication program, was launched on the top mobile payment service Alipay. This innovative approach links people’s low-carbon lifestyles with afforestation and haze control in the real world through virtual gaming experiences. This case study explains the working mechanism of Ant Forest in pro-environmental communication and investigates its effectiveness in motivating the public to engage in pro-environmental activities. Focus groups and interviews were adopted in this study to collect qualitative data. The results indicate that Ant Forest plays an encouraging role in Chinese users’ pro-environmental awareness and behaviors, but improvements in user experiences are still needed in some aspects. By introducing the haze problem in China and the practice of gamified participatory pro-environmental communication, this paper is expected to provide inspiration and reference for future efforts to promote public participation in environmental protection.

Suggested Citation

  • Yang Chen & Danqing Cai, 2019. "Ant Forest through the Haze: A Case Study of Gamified Participatory Pro-Environmental Communication in China," J, MDPI, vol. 2(4), pages 1-13, October.
  • Handle: RePEc:gam:jjopen:v:2:y:2019:i:4:p:30-479:d:279374
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    Citations

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    Cited by:

    1. Yongbo Sun & Jiayuan Xing, 2022. "The Impact of Gamification Motivation on Green Consumption Behavior—An Empirical Study Based on Ant Forest," Sustainability, MDPI, vol. 15(1), pages 1-17, December.
    2. Zhongxi Yang & Lili He & Tianjing Huang, 2024. "Powering Pro-Environment Behavior: The Impact of Unlocking Reward Strategy on Pro-Environmental Behavior," Sustainability, MDPI, vol. 16(21), pages 1-17, November.
    3. Wei Xiong & Danping Liu & Zizi Li & Qiaoyi Wang & Shibin Yao, 2024. "How Does Ant Forest Influence Low Carbon Consumption Behavior: An Analysis Based on the S-O-R Model," Sustainability, MDPI, vol. 16(5), pages 1-17, February.

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