The impact of ‘gamification’ on green consumption behaviour is the topic of a new paper in the Scientific Reports journal, following efforts by China to prompt consumers to make more sustainable choices.
The paper, Impact of gamification on green consumption behavior integrating technological awareness, motivation, enjoyment and virtual CSR, by Muhammad Farrukh Shahzad, Shuo Xu, Obaid ul Rehman and Iqra Javed, explores how China is seeking to foster green-consumption behaviours in university students through gamification techniques.
Gamification refers to the integration of in-game design elements into non-game contexts in everyday life. In the context of green consumption, gamification employs rewards, points, competition, and interactive challenges to engage and motivate individuals.
As the authors put it, “green behaviour is mostly influenced by the consumer’s perception of consumption decisions. Still, there is a need to prospect the features that help to increase green consumption behaviour.
“These factors are mostly explored through technology and different mobile apps that trigger the effects of green consumption behaviour among individuals.”
Key findings
Contrary to initial expectations, the study reveals a significant negative relationship between gamification and green consumption behaviour among Chinese university students. However, the research also uncovers a number of mediating factors and a moderating influence that shed light on the nuanced dynamics of this relationship.
Technological awareness, ‘hedonic motivation’, and perceived enjoyment emerge as vital mediators between gamification and green consumption behaviour.
Technological awareness, encompassing students’ understanding of technology and its impact on consumption choices, is identified as a key driver. Hedonic motivation, the pursuit of pleasure and avoidance of pain, plays a significant role in encouraging sustainable behaviours through gamification. Perceived enjoyment, linked to positive experiences derived from gamification, contributes to shaping green consumption choices.
In addition, virtual corporate social responsibility (CSR) is identified as a moderator, intensifying the relationship between gamification and technological awareness, hedonic motivation, and perceived enjoyment.
Virtual CSR practices, involving a company’s digital and virtual efforts to fulfil social and environmental responsibilities, emerge as a catalyst in enhancing the impact of gamification on green consumption behaviour.
Implications and recommendations
According to the report, the findings could implications for policymakers and industrialists seeking to promote sustainable consumption behaviours in China. Despite the unexpected negative relationship between gamification and green consumption, the identified mediators and moderator underscore the need for a nuanced approach.
To effectively leverage gamification for sustainable outcomes, interventions should consider tailoring strategies to the cultural and behavioural context of Chinese consumers.
The study advocates for the integration of virtual CSR practices to enhance the impact of gamification, providing a more holistic and engaging approach to encourage green consumption behaviour.
In practical terms, the study recommends that organisations prioritise online virtual initiatives, campaigns, and philanthropies aligned with a gamification reward system. By motivating employees and consumers through these initiatives, businesses can contribute to building a sustainable and eco-friendly environment.
As the authors put it, “future research could explore potential mediating variables such as self-efficacy, environmental knowledge, and attitude that explain the underlying mechanisms through which gamification influences green consumption behaviour.”
Some 332 university students took part in the study.
You can read the full report here.
