Research on the influence of green gamification design on the pro-environmental behavior of the young generation
ZHANG Huiying
JIANG Xuehui
CAO Yuxin
DING Zhihua
Abstract：Green gamification design effectively expands the practice scenarios of consumers'pro-environmental behavior,contributing to mitigating climate change and environmental issues.This study focuses on young users(18-30)of the online gamified interactive platform Ant Forest,examining the effects of hedonic and utilitarian green gamification designs on their pro-environmental behaviors.Furthermore,it introduces the level of construal(high vs.low)in gamified information presentation as a moderating variable to explore how green gamification designs influence pro-environmental behavior in young consumers.An empirical analysis of survey data(N=974)revealed the following findings:① Both hedonic and utilitarian green gamification designs have a significant positive impact on young consumers'pro-environmental behaviors,with emotional empathy and cognitive empathy serving as mediators in these relationships;② High-level construal information presentation(as opposed to low-level construal)significantly strengthens the relationship between gamification design and empathy.
Keywords：green gamification designyoung generationAnt Forestpro-environmental behaviorinterpretation levelempathy
Publication Date：2025-01-28
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：10( 160-169 )