Impact of gamification on green consumption behavior integrating technological awareness, motivation, enjoyment and virtual CSR

Abstract

Gamification entails integrating game design elements, including rewards, points, competition, and interactive challenges, into non-game contexts to engage and motivate individuals. In the context of green consumption, gamification can encourage individuals to acquire more sustainable consumption behaviors. The proposed study aims to examine the influence of gamification on green consumption behavior among Chinese university students. However, university students are considered an important target group for such interventions due to their technological savvy and high interest in environmental issues. A self-determination theory (SDT) was used to measure the motivating factors of gamification for adopting green consumption behavior—a convenience sampling technique in which survey-based research designs were used to collect the data. A survey was conducted on a sample of 332 university students in China, using a questionnaire with structural equation modeling (SEM) to test the hypotheses and assess the proposed relationships between the variables. The finding of this study reveals that gamification has a significant negative relation with green consumption behavior. Further, technological awareness, hedonic motivation, and perceived enjoyment significantly mediate the relationship between gamification and green consumption behavior. Additionally, virtual CSR significantly moderates the relationship between gamification and technological awareness, hedonic motivation, and perceived enjoyment. The findings of this study could have implications for the development of more effective interventions for policy makers and industrialists aimed at promoting sustainable consumption behaviors in China.

Effect of social influence, environmental awareness, and safety affordance on actual use of 5G technologies among Chinese students

“…The measurement assessment model used in this study included estimations of the inner prototypical and consistency and rationality tests for different factors that influence people's ITU5G. The validity is determined by the item correlation by the Cronbach alpha, the composite reliability, and the item loading 76 . Nevertheless, discriminant validity pertains to the relationship between variables examined using cross-loading, Heterotrait-Monotrait ratio, and Fornell-Larcker 83 .…”

“…For data collection, a convenient sampling technique was used as an effective medium to get the appropriate results with ease of accessing the respondents 75 . Despite the less generalizability of results, the convenience sampling method is used due to easy access to the respondents and its relevance to the measurement item 76 . Hence, convenience sampling is not a major concern for our study.…”

Cryptocurrency awareness, acceptance, and adoption: the role of trust as a cornerstone

“…Discriminant validity measures the extent to which a construct is truly distinct from others in the model Shahzad, Xu, Khan, et al, 2023;Shahzad, Xu, Rehman, et al, 2023). This distinctiveness ensures that the constructs do not overlap, adding credence to the model's unique explanations for the observed phenomena .…”

Artificial intelligence and social media on academic performance and mental well-being: Student perceptions of positive impact in the age of smart learning

“…Partial least square-structural equation modeling (PLS-SEM) serves as an analytical technique for probing intricate relationships between variables within a given theoretical framework [ 112 ]. This robust, second-generation regression analysis synergizes confirmatory factor analysis (CFA) and multiple linear regression, thereby permitting the concurrent employment of both measurement and structural models [ 113 ]. To rigorously assess these models, this study deployed the specialized statistical software SmartPLS.…”