Rapid population growth together with improving living standards is causing bigger and more rapid consumption of resources in industrial, household and personal consumption areas. Unsustainable consumption patterns are negatively affecting our surroundings. In order to promote sustainable consumption it is important to engage consumers in active and mutual dialogue. This study introduces the construct of consumer engagement into the context of sustainable consumption and aims at revealing the factors influencing consumer engagement in sustainable consumption. Two groups of factors, internal and external, each comprising three determinants (environmental attitude, perceived responsibility and perceived behavioral efficiency; and conditions for sustainable consumption, social environment and promotion of sustainable consumption) were identified as having direct positive impact on consumer engagement in sustainable consumption, which in turn had a positive impact on green product buying. The results revealed an important mediating role of the consumer engagement construct, suggesting that application of the engagement construct in the context of sustainable consumption would allow a deepening understanding of actual consumer behavior related with different contexts of sustainable consumption.

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Gamification recently attracted attention from practitioners and researchers aiming to gain understanding about gamification applicability. According to forecasts of various market research agencies, application of gamification in activities of companies increases and gamification market growth will continue in the future. As gamification is usually focused on customers, it is naturally related to consumer behaviour. However, there is a lack of studies approaching gamification from consumer behaviour perspective. Because gamification is strongly driven by information technologies, the paper seeks to propose an integrated framework for gamification impact on online consumer behaviour. In order to achieve it, the paper explores origins of gamification concept, compares it to similar concepts, proposes gamification definition and provides an overview of the pyramid of key gamification elements: game components, game mechanics, game dynamics. The further paper analyses different models of online consumer behaviour with emphasis on the application of the stimulus-organism-reaction (SOR) model. SOR model is used for characterising online stimulus (company controlled elements) and their impact on online consumer behaviour. In order to develop the framework, interdependencies of approaches of the pyramid of key gamification elements and SOR model are analysed by identifying factors related to the virtual environment, process, and social dimensions.

Introduction of the concept value co-creation (Prahalad and Ramaswamy, 2000) called for a new wave of research, emphasizing the need for creation, development and consolidation of mutually beneficial relationships between the consumer and the company. This in turn raised the interest in consumer engagement, which was described as a psychological state that occurs by virtue of interactive customer experiences with a company or a brand (Brodie at al., 2011). Recent research in marketing highlights the importance of the role of consumer engagement into value co-creation, providing a considerable number of studies, exploring the drivers, types, dimensions of consumer engagement as well as its outcomes, as expressed by consumer perceived value, loyalty, etc. However, as yet there is a lack of understanding how consumer engagement contributes to value co-creation and what benefits it brings to the company as well as to consumer. Therefore, the purpose of this article is to explore the role of consumer engagement in value co-creation from the company's perspective, identifying the value company gets as an outcome of co-creation process. The focus on the value for company in this article is explained by the fact that it is traditionally analysed mainly through economic perspective, meanwhile consumer perceived value is agreed being multidimensional. The authors of this article suggest that value for company, as generated through co-creation process, should also be viewed as multidimensional and propose three-dimensional structure: economic, social and functional value. The study contributes to the domain of consumer engagement and value co-creation research by revealing the techniques of consumer engagement, with an emphasis on gamification as one of them, and diverse benefits the cocreation processes bring to company through the analysis of focus group discussion with representatives of companies in Lithuania that engage consumers in value co-creation.

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