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

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.

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

“…In the specific use process, the concept of environmental protection promoted by Ant Forest has played an important role in promoting the satisfaction of users in using the mobile application [36]. There is enhanced continuous usage of the mobile application by users under the green promotion of Ant Forest, which interacts with gamification participation motivation and green consumption behavior [37]. In addition, both Ant Forest's social media and gamification functions constitute a persuasion system that leads to eventual behavioral change by influencing users' sustainable intentions [38].…”

Health-driven mechanism of organic food consumption: A structural equation modelling approach

“…The norm activation theory, developed by Schwartz in 1977, is fundamental in environmental behaviour. It has found wide applications in various social behaviours, such as low-carbon energy consumption and green consumption [ 36 , 37 ]. Generally, this theory consists of four latent variables: consequence awareness, responsibility attribution, moral norms, and behavioural intention.…”

The Impact of Artificial Intelligence Technology Stimuli on Sustainable Consumption Behavior: Evidence from Ant Forest Users in China

“…This strengthens customers' recognition of Ant Forest's value and fosters a greater sense of achievement. Recognizing the value and cultivating achievement motivation are vital factors that enhance customer loyalty [46]. The interface design of Ant Forest is user-friendly, facilitating seamless operation and usage, thereby increasing the probability of customers' continuous engagement.…”