IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2022i1p512-d1017737.html
   My bibliography  Save this article

The Impact of Gamification Motivation on Green Consumption Behavior—An Empirical Study Based on Ant Forest

Author

Listed:
  • Yongbo Sun

    (Business School, Beijing Technology and Business University, Beijing 100048, China)

  • Jiayuan Xing

    (Business School, Beijing Technology and Business University, Beijing 100048, China)

Abstract

The development of the Internet has led to new forms of integration of gamification and environmental protection and has become a new perspective for exploring the emergence of green consumer behavior. In particular, gamification participation motivation has a growing influence on consumers’ green consumption behavior, and the magnitude of gamification participation motivation is transmitted to consumers’ green consumption behavior through their continuity of use. We choose Ant Forest as the research scenario of the integration of green consumption and gamification in China and try to explore the mechanism of the interaction between gamification participation motivation, continuity of use, and green consumption behavior from the perspective of green consumption. This paper tests the hypotheses through empirical research methods and structural equation modeling. The findings show that enjoyment motivation, social motivation, and achievement motivation positively influence consumers’ continuity of use; continuity of use positively influences consumers’ green consumption behavior; and the sense of environmental indebtedness plays a moderating role in the relationship between continuity of use and green consumption behavior.

Suggested Citation

  • 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.
    • Handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:512-:d:1017737
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/1/512/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/1/512/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Xixiang Sun & Weihuan Su & Xiaodong Guo & Ziyuan Tian, 2021. "The Impact of Awe Induced by COVID-19 Pandemic on Green Consumption Behavior in China," IJERPH, MDPI, vol. 18(2), pages 1-14, January.
    2. 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.
    3. Amandeep Dhir & Shalini Talwar & Mohd Sadiq & Mototaka Sakashita & Puneet Kaur, 2021. "Green apparel buying behaviour: A Stimulus–Organism–Behaviour–Consequence (SOBC) perspective on sustainability‐oriented consumption in Japan," Business Strategy and the Environment, Wiley Blackwell, vol. 30(8), pages 3589-3605, December.
    4. Xiong, Xiling & Guo, Siyuan & Gu, Li & Huang, Rong & Zhou, Xinyue, 2018. "Reciprocity anxiety: Individual differences in feeling discomfort in reciprocity situations," Journal of Economic Psychology, Elsevier, vol. 67(C), pages 149-161.
    5. Zhaojun Yang & Xiangchun Kong & Jun Sun & Yali Zhang, 2018. "Switching to Green Lifestyles: Behavior Change of Ant Forest Users," IJERPH, MDPI, vol. 15(9), pages 1-14, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Morais, Ana Catarina & Ishida, Akira & Matsuda, Ruriko, 2024. "Ethical food consumption drivers in Japan. A S–O-R framework application using PLS-SEM with a MGA assessment based on clustering," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    2. Talwar, Shalini & Kaur, Puneet & Escobar, Octavio & Lan, Sai, 2022. "Virtual reality tourism to satisfy wanderlust without wandering: An unconventional innovation to promote sustainability," Journal of Business Research, Elsevier, vol. 152(C), pages 128-143.
    3. Farrukh Rafiq & Mohd Adil & Mohd Sadiq, 2022. "Does Contextual Factor Influence Travelers’ Towel Reuse Behavior? Insights from Circular Economy," Sustainability, MDPI, vol. 14(10), pages 1-16, May.
    4. 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.
    5. Sharma, Purva & Srivastava, Ankur & Sharma, Veenu & Singh, Nidhi & Nijjer, Shivinder, 2024. "Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Yali Zhang & Haixin Zhang & Zhaojun Yang & Jun Sun & Chrissie Diane Tan, 2019. "Snowball Effect of User Participation in Online Environmental Communities: Elaboration Likelihood under Social Influence," IJERPH, MDPI, vol. 16(17), pages 1-15, September.
    7. Chiara Iacovacci & Myriam Caratù & Giuseppe Addamo & Vincenzo Grasso, 2023. "Analyzing the Impact of COVID-19 on Business Performance through the Case-Study of a Green Italian Start-Up," Sustainability, MDPI, vol. 15(17), pages 1-25, August.
    8. Ze, Fu & Wong, Wing-Keung & Alhasan, Tariq kamal & Al Shraah, Ata & Ali, Anis & Muda, Iskandar, 2023. "Economic development, natural resource utilization, GHG emissions and sustainable development: A case study of China," Resources Policy, Elsevier, vol. 83(C).
    9. Huo, Da & Zhang, Xiaotao & Hu, Chao & Tang, Aidi & Chen, Yongchuan & Chen, Fang & Chen, Zhanming & Xu, Weiyin, 2023. "Spatial externality of journalism on carbon efficiency: A quasi-natural experiment based on interplay of journalism-based professionally generated content and digital economy," Economic Analysis and Policy, Elsevier, vol. 80(C), pages 1326-1336.
    10. Jiaxing Chen & Guangling Zhang & Qinfang Hu, 2022. "Research on the Impact of Pro-Environment Game and Guilt on Environmentally Sustainable Behaviour," IJERPH, MDPI, vol. 19(20), pages 1-14, October.
    11. Qin, Xiaodi & Wu, Haitao & Li, Rongrong, 2022. "Digital finance and household carbon emissions in China," China Economic Review, Elsevier, vol. 76(C).
    12. Shuyang Wang & Yun Liu & Yingying Du & Xingyuan Wang, 2021. "Effect of the COVID-19 Pandemic on Consumers’ Impulse Buying: The Moderating Role of Moderate Thinking," IJERPH, MDPI, vol. 18(21), pages 1-19, October.
    13. Ying Ma & Xiaodong Guo & Weihuan Su & Yongxiang Feng & Fang Han, 2022. "Dual-Path Effect of Mortality Salience Induced by COVID-19 on Food Safety Behavior in China," IJERPH, MDPI, vol. 19(10), pages 1-15, May.
    14. Talwar, Shalini & Kaur, Puneet & Kumar, Sushant & Salo, Jari & Dhir, Amandeep, 2022. "The balancing act: How do moral norms and anticipated pride drive food waste/reduction behaviour?," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    15. M. Leszczynska & D. Baltag, 2024. "“Can I have it non-personalised?” An Empirical Investigation of Consumer Willingness to Share Data for Personalized Services and Ads," Journal of Consumer Policy, Springer, vol. 47(3), pages 345-372, September.
    16. Meiling Yin & Hanna Choi & Eun-Ju Lee, 2022. "Can Climate Change Awaken Ecological Consciousness? A Neuroethical Approach to Green Consumption," Sustainability, MDPI, vol. 14(22), pages 1-17, November.
    17. Arun Kumar & Mrinalini Pandey, 2023. "Social Media and Impact of Altruistic Motivation, Egoistic Motivation, Subjective Norms, and EWOM toward Green Consumption Behavior: An Empirical Investigation," Sustainability, MDPI, vol. 15(5), pages 1-16, February.
    18. Miao Huang & Mohamad Saifudin Mohamad Saleh & Izzal Asnira Zolkepli, 2023. "The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App," Sustainability, MDPI, vol. 15(4), pages 1-15, February.
    19. Chao, Matthew & Chapman, Jonathan, 2020. "Saving face through preference signaling and obligation avoidance," Journal of Economic Behavior & Organization, Elsevier, vol. 176(C), pages 569-581.
    20. Chakraborty, Debarun & Singu, Hari Babu & Patre, Smruti, 2022. "Fitness Apps's purchase behaviour: Amalgamation of Stimulus-Organism-Behaviour-Consequence framework (S–O–B–C) and the innovation resistance theory (IRT)," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2022:i:1:p:512-:d:1017737. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.