Driving green food consumption values: the impact of gamified branded apps on consumer behaviour

Environmental concerns and policy pressures have heightened interest in greener food choices among businesses, governments and consumers (Armutcu et al., 2024; Chen et al., 2025). Following Zhang et al. (2025), we define green foods as safe, high-quality products produced under green standards that minimise environmental harm. Yet consumers still struggle to consistently select green foods over time (D’Souza et al., 2023). Price premiums, competing goals during routine shopping and scepticism towards environmental claims often weaken intentions at the point of purchase (Shimul, 2022; Hoyos-Vallejo et al., 2023). These patterns suggest that the challenge is not solely behavioural resistance, but the lack of internalised values capable of sustaining green food choices. Durable change is more likely when consumers adopt sustainability-oriented values rather than responding to isolated prompts or situational cues (White et al., 2019; La Ragione and Risitano, 2026).

At the same time, food consumption is increasingly mediated by mobile technologies and branded apps that accompany consumers throughout the shopping process (Santos et al., 2024). Despite their diffusion, many branded apps struggle to retain users over time, as reflected in high uninstall rates (Axcell and Ellis, 2023). To foster continued participation, brands often incorporate game-like elements such as points, challenges and progress indicators that generate Gameful Experience (GAMEX) and make interactions more engaging (Hamari et al., 2019). Prior research shows that gamified designs can enhance engagement and favourable attitudes in the short term (Malik et al., 2025). However, particularly in food-related contexts, most studies focus on immediate behaviours or intentions (Lin et al., 2022), leaving open whether repeated exposure to gameful branded apps can contribute to the development of enduring Green Food Consumption Values (GFCV) rather than temporary responses (Malter et al., 2020; Luo et al., 2025).

Understanding this process requires attention to how consumers cognitively and affectively evaluate branded apps. In this regard, Perceived Usefulness (PU) and Perceived Playfulness (PP) are central app perceptions shaping engagement (Davis, 1989). Although PU and PP are widely examined as predictors of adoption, usage, or marketing outcomes (McLean and Wilson, 2019), they have rarely been conceptualised as mechanisms through which experiential app design contributes to sustainability-oriented value formation. Moreover, recent research has begun to examine gamification in sustainability contexts (e.g. Lin et al., 2022); however, this work largely emphasises the promotion of specific eco-friendly actions, offering limited insight into how digital engagement supports the development of enduring green food consumption values. To our knowledge, no prior empirical research has examined this process in the context of branded food apps.

Taken together, prior research leaves several important gaps unaddressed:

1. First, research on gamified branded apps in the food sector predominantly emphasises short-term outcomes such as engagement, satisfaction or purchase intention (Pop et al., 2023; Won et al., 2023), providing limited insight into whether such interactions lead to deeper, integrated sustainability values.

2. Second, although Technology Acceptance Model (TAM) constructs such as PU and PP are extensively applied in digital marketing research, they are typically treated as antecedents of system adoption or use rather than as cognitive–affective mechanisms linking experiential design to value-oriented outcomes in sustainability contexts.

3. Third, existing studies pay limited attention to BAE as a psychological process through which gameful app experiences may translate into deeper motivational outcomes, such as GFCV, rather than isolated behavioural responses (e.g. Paschmann et al., 2025).

To address these research gaps, the present study develops and empirically tests a conceptual model examining whether GAMEX in branded food apps influences PU and PP, enhances Branded App Engagement (BAE), and ultimately contributes to the formation of GFCV. In doing so, the study responds to calls for research that moves beyond immediate behavioural effects to investigate the motivational processes underlying green consumption (Risitano et al., 2023). Moreover, it contributes to the branded app and gamification literature by integrating the TAM and foregrounding users’ GAMEX, specifying a parsimonious mechanism through which GAMEX, via PU and PP, shapes engagement and fosters enduring green consumption values (Eppmann et al., 2018; Bitrián et al., 2021).

Accordingly, the study addresses the following research questions:

The remainder of the article reviews the relevant literature and develops hypotheses, details the methodology, reports the results and discusses implications for theory and practice in green food marketing.

Gamification is a persuasive marketing strategy that integrates game-like features, such as rewards, points, stories and challenges, into non-gaming systems to enhance customer engagement and enjoyment (Huotari and Hamari, 2017; Hamari et al., 2019). This approach motivates users to engage and complete tasks across different contexts and is now recognised as a key tool for promoting engagement in environmental sustainability (Behl et al., 2022; Hsu, 2025). Yet, the design of gamification alone may not ensure success, especially if it does not lead to emotionally and cognitively meaningful experiences for users. Building on recent theoretical developments (e.g. Habachi et al., 2024), this study adopts a user-centric focus on GAMEX rather than on gamification design features alone. GAMEX refers to the emotional and cognitive perceptions users develop during gamified interactions, encompassing dimensions such as enjoyment, absorption, creative thinking, activation, absence of negative affect and dominance (Eppmann et al., 2018). This shift acknowledges that user experience, rather than gamification elements themselves, determines the depth of engagement and psychological involvement (Alibakhshi et al., 2024). Creating enjoyable and immersive GAMEX can deepen user involvement with branded systems by applying game elements to real-world challenges and enhancing user engagement (Landers et al., 2019; Buil et al., 2020). Stronger GAMEX is associated with higher motivation, retention, and positive attitudes towards brands (Parapanos and Michopoulou, 2023), but few studies have addressed whether this translates into sustained brand engagement in sectors like food, where consumer interest may quickly diminish (Alibakhshi et al., 2024). Taken together, these findings suggest that simply adding gamification is insufficient; rather, creating a compelling and enjoyable game-like experience is essential to keep people coming back, especially in food settings.

To stay competitive and maintain a leading position in the market, brands across various industries, such as retail, hospitality, fashion, sports and food, increasingly launch their branded apps (e.g. Lee and Lee, 2019; Pop et al., 2023; Wen et al., 2023; Won et al., 2023; Farha et al., 2024). Branded apps are mobile software that facilitate transactions and feature the brand’s identity, such as its name and logo, thereby enriching the user experience (Bellman et al., 2011). These apps are reshaping omnichannel marketing by serving as key touchpoints that influence consumer behaviour and purchases, while also acting as platforms for brand storytelling to maintain both affective and cognitive engagement (van Heerde et al., 2019; Mostafavi and Mavrommatis, 2025). However, the effectiveness of branded apps in maintaining user engagement varies, and many see high uninstall rates after initial adoption (Darvasi et al., 2024). This challenge drives brands to adopt digital innovations to re-engage users, including the use of gamification in branded apps in sectors like food (Tran et al., 2024). While gamification has been shown to increase engagement (Habachi et al., 2024), there is limited empirical research on how specific components of GAMEX drive BAE in food marketing. However, much of the existing literature continues to treat gamification primarily at the level of design features, implicitly assuming that the presence of game elements is sufficient to generate meaningful engagement outcomes. This perspective overlooks the role of users’ subjective psychological experiences during interaction with gamified systems. By adopting GAMEX as a user-centric construct, this study departs from feature-based approaches and aligns with research that emphasises experience quality as the primary driver of sustained engagement and downstream outcomes. Accordingly, we expect stronger GAMEX to be positively associated with BAE in food settings, particularly because experiential quality, rather than isolated gamification features, is theorised to drive sustained engagement.

In the adoption of new technology, PU or the belief that using a system will enhance job performance is a vital factor (Davis, 1989; Al-Nabhani et al., 2022). Davis (1989) in the first TAM proposed that the motivation to use a technological system could be explained by its PU. Later, TAM was refined and more detailed models, such as TAM2, TAM3, and Unified Theory of Acceptance and Use of Technology (UTAUT/UTAUT2) have been developed in the Information Systems literature (Venkatesh, 2000; Venkatesh and Bala, 2008; Venkatesh et al., 2012). These models included human behaviour variables such as perceived enjoyment, also termed Playfulness, in addition to Usefulness. However, despite the proliferation of TAM-based research, few studies have tested both utilitarian and hedonic components in contexts involving sustainability and consumer values, creating a gap that this study aims to fill.

PP, the enjoyment users derive from a system regardless of its performance, positively influences behavioural responses in online and mobile marketing (Venkatesh, 2000; Hwang and Choi, 2020; Japutra et al., 2024). Therefore, incorporating gamification, a branded app that blends utilitarian and hedonic benefits, often enhances consumer perceptions of both Usefulness and Playfulness (Kaur et al., 2023). These perceptions play a critical role in shaping both immediate engagement and longer-term attitudinal outcomes (McLean, 2018), though empirical evidence remains limited in branded food app contexts. Importantly, in this study, perceived usefulness and perceived playfulness are not treated as generic predictors of technology adoption or continuance. Instead, they are conceptualised as complementary cognitive and affective mechanisms through which gameful experiences can support deeper motivational processes, namely the internalisation of sustainability-oriented values. This distinction extends conventional TAM applications by shifting the analytical focus from system usage to value formation, a dimension largely overlooked in prior gamification and branded app research.

Building on this, GAMEX as the emotional and cognitive responses to gamified systems can further strengthen these perceptions. When branded apps are immersive, enjoyable and creatively stimulating, users are more likely to view them as both useful and fun (Won et al., 2023). In branded food apps, PU reflects utilitarian benefits (e.g. sustainability information, sourcing transparency, price and promotion details), while PP reflects hedonic benefits (e.g. enjoyment of challenges and progress). In our framework, PU and PP are treated as complementary benefit perceptions that connect GAMEX to BAE. Accordingly, we expect GAMEX to enhance both utilitarian and hedonic perceptions, which in turn drive engagement. Drawing on the TAM (Davis, 1989), this study extends its application beyond conventional system adoption to the gamified branded-app context. In line with TAM, we conceptualise PU and PP as key mediators linking GAMEX to BAE.

Green food consumption plays a key role in sustainable development and supports several Sustainable Development Goals ^[1]. There are many strategies deployed by various actors. For example, governments and policymakers use incentives such as tax breaks to promote green purchases (Tan et al., 2022), while brands invest in green marketing campaigns to reduce their environmental impact and appeal to environmentally conscious consumers (Alamsyah et al., 2020; Sharma, 2021). Despite these efforts, many consumers remain hesitant to adopt green consumption behaviours (Barbarossa and Pastore, 2015). Even as awareness grows, barriers such as limited understanding of green products and scepticism due to greenwashing persist (Leonidou and Skarmeas, 2017; Wang and Walker, 2023).

Crucially, many initiatives target behaviour rather than the values that sustain it, yielding short-lived effects; durable change requires a shift in underlying value systems (White et al., 2019). Fostering green values, or the extent to which consumers prioritise environmental protection, is essential for sustaining pro-environmental behaviour and advancing broader ecological goals (Haws et al., 2014; Wang et al., 2020). These values represent a deeper, integrated motivation for sustainability and are predictive of longer-term behavioural change. However, few studies have explored how digital tools, particularly gamified branded apps, can help instil these deeper values rather than simply drive one-time behaviours. To instil such values, brands are turning their strategies by using innovative technological tools. Gamified branded apps, in particular, offer an opportunity to educate and engage consumers in a way that is both interactive and value-driven (Berger, 2019). Through repeated interaction and immersive experiences, such apps may not only encourage pro-environmental actions but also help shape consumers’ environmental values over time. Therefore, we propose that sustained engagement with gamified branded apps can help foster GFCV. By additionally connecting engagement to GFCV, the model integrates TAM’s utilitarian and hedonic pathways with sustainability-oriented outcomes.

By integrating a user-centric conceptualisation of GAMEX with TAM-based cognitive and affective mechanisms and linking them to value-oriented outcomes, the proposed framework addresses a key limitation of prior gamification research, which has predominantly focused on behavioural or attitudinal effects rather than value formation.

In line with the theoretical assumptions outlined in the previous section, this study proposes a conceptual framework (see Figure 1) to analyse the relationships between GAMEX, PP, PU, BAE and GFCV. GAMEX is considered a user-centric construct that reflects emotional and cognitive responses during interactions with gamified branded apps. Unlike gamification mechanics alone, GAMEX emphasises the subjective perceptions that drive user involvement and value co-creation within digital brand environments.

Drawing from the TAM (Davis, 1989) and its subsequent extensions (Venkatesh and Bala, 2008), PU and PP are integrated as two key mediators that explain how gameful interactions shape engagement within branded apps. Engagement within these applications is not only a short-term behavioural response but may also foster deeper cognitive and affective outcomes, such as the development of GFCV. Based on this conceptual rationale, the following hypotheses are formulated (see Figure 1):

Figure 1 illustrates the research framework adopted in the article and the hypotheses tested in the empirical study.

A structured questionnaire was administered to individuals with prior experience in both green food consumption and branded apps incorporating gameful features. To ensure data relevance and alignment with the study’s objectives, initial screening questions filtered participants based on two criteria: (1) having purchased green food products in the past and (2) having used a branded app with integrated gameful elements that encouraged environmentally responsible behaviours. Following Behl et al. (2023), the clear operationalisation of screening criteria helped reduce construct-irrelevant variance and ensured that respondents were genuinely familiar with the phenomena under study. These apps were defined as those using game-like mechanics, such as challenges, rewards or interactive tasks, to promote sustainability-oriented actions within the food consumption context.

The survey instrument was designed to measure five core constructs: GAMEX, PP, PU, BAE and GFCV. All constructs were measured using previously validated multi-item scales, adapted to the specific context of gamified branded apps in the food sector (see  Appendix). Specifically, GAMEX was modelled as a reflective–reflective second-order construct following Eppmann et al. (2018). The six first-order dimensions (i.e. Enjoyment, Absorption, Creative Thinking, Activation, Absence of Negative Affect, and Dominance) were each measured by 3–5 reflective items (27 total). This hierarchical specification captures the multidimensional nature of GAMEX and aligns with recommendations for higher-order constructs in CB-SEM (Wong et al., 2008; Bagozzi and Yi, 2012; Sarstedt et al., 2019); BAE using 5 items from Hsieh et al. (2023), PP and PU were measured with 9 items each adapted from Moon and Kim (2001), and GFCV was assessed using 6 items adapted from Haws et al. (2014). Responses were captured using a five-point Likert scale ranging from “completely disagree” (1) to “completely agree” (5). In addition, socio-demographic variables were collected for sample profiling.

The questionnaire was administered using Google Forms. Data collection was carried out between June and October 2024 through two channels: online distribution and face-to-face interactions outside retail food stores, where researchers invited consumers to participate by scanning a QR code. Participants were recruited using a purposive sampling approach aimed at individuals with actual experience of gamified branded food apps. Before participating, respondents were informed about the voluntary nature of the study, its academic purpose, and data confidentiality provisions. Informed consent was obtained from all participants. The study adhered to the ethical principles outlined in the 1964 Declaration of Helsinki and its later amendments. A total of 680 valid responses were collected, exceeding the minimum sample size required for covariance-based structural equation modelling (CB-SEM) as recommended by Reinartz et al. (2009), ensuring robust parameter estimation and model stability.

Table 1 presents the demographic characteristics of the 680 respondents. The gender distribution was nearly balanced, with 51% identifying as male and 49% as female. Regarding age, the sample was evenly split: 46.8% of participants were under 35 years old, while 53.2% were 35 years or older, ensuring generational representation. In terms of geographic residence, the sample reflected diverse regional coverage across Italy, with 22.8% residing in the islands, 24.6% in Southern Italy, 24.4% in Central Italy and 28.2% in Northern Italy. This distribution supports the national generalisability of the findings within the Italian context.

A two-step analysis approach was adopted to ensure both measurement validity and structural accuracy. First, Confirmatory Factor Analysis (CFA) was conducted to assess the reliability, convergent validity and discriminant validity of the multi-item constructs. This step verified that each item loaded significantly on its corresponding latent factor. Key indicators such as factor loadings, composite reliability (CR) and average variance extracted (AVE) were examined.

For GAMEX, the six first-order dimensions were validated through CFA and specified as reflective indicators of a higher-order latent construct, consistent with the original scale development (Eppmann et al., 2018). GAMEX was modelled as a reflective–reflective second-order construct and incorporated directly into the structural model to examine its relationships with perceived playfulness, perceived usefulness and branded app engagement (Wong et al., 2008; Bagozzi and Yi, 2012; Sarstedt et al., 2019).

Discriminant validity was assessed using the Fornell-Larcker criterion and the heterotrait–monotrait (HTMT) ratio.

Second, CB-SEM was employed to test the hypothesised relationships among constructs (Hair et al., 2014). CB-SEM allows for the simultaneous estimation of measurement and structural models, enabling a comprehensive evaluation of both direct and indirect paths while controlling for measurement error (Hair et al., 2017). This method is especially appropriate for theory-driven models that involve complex interrelationships among latent variables.

IBM SPSS Statistics was used for initial data preparation, descriptive analysis and reliability testing (e.g. Cronbach’s alpha), while AMOS 28 was used to perform CFA and test the structural model. Model fit was evaluated using commonly accepted indices (Hair et al., 2021): Chi-square/df ratio, Comparative Fit Index (CFI), Root Mean Square Error of Approximation (RMSEA) and other incremental and absolute fit measures (e.g. GFI, AGFI, TLI/NNFI, IFI).

To provide a concise overview of the research procedure, Table 2 summarises the main stages undertaken in this study.

The measurement model evaluation aims to assess the five reflective constructs (Henseler, 2020). This process involves examining indicator reliability by analysing their factor loadings. Furthermore, Construct Reliability was evaluated using established measures, including Cronbach’s alpha (α). Convergent validity was assessed through the average variance extracted (AVE), while discriminant validity was also analysed. For convergent validity, it was confirmed that each item exhibited significant and substantial loadings on the intended latent construct, with all constructs showing acceptable levels of AVE (Bagozzi and Yi, 1988). The details are presented in Table 3. Furthermore, Discriminant validity (Table 4) was verified through the Heterotrait-Monotrait ratio with all the values that are less than 0.90 as the threshold (Hair et al., 2017). Figure 1 presents the key outcomes of the structural model, emphasising path coefficients. The complete model, based on an empirical sample of 680 respondents, demonstrates an excellent fit to the data. The χ²/df is 1.102, indicating an excellent fit as per Bollen (1989). Additional model fit indices support this conclusion: the Goodness of Fit Index (GFI) is 0.923, and the Adjusted Goodness of Fit Index (AGFI) is 0.917. The Comparative Fit Index (CFI) and Incremental Fit Index (IFI) both achieve a strong value of 0.996, indicating an excellent model fit. Similarly, the Normed Fit Index (NNFI), also referred to as the Tucker–Lewis Index (TLI), yields a robust value of 0.996, reinforcing this conclusion. The Root Mean Square Error of Approximation (RMSEA) is 0.012, signifying an excellent fit. Finally, Standardised RMR is 0.0218. Collectively, these indices confirm that the overall model demonstrates an excellent level of fit within acceptable parameters (Bagozzi and Yi, 1988; Henseler, 2020). These results confirm that the measurement model is both statistically sound and appropriate for testing the hypothesised relationships in the context of gamified branded apps for green food consumption.

The structural model was estimated by explicitly specifying GAMEX as a reflective–reflective second-order latent construct, with its six experiential dimensions loading onto GAMEX, which in turn predicts perceived playfulness, perceived usefulness and branded app engagement.

Table 5 presents the key results of the structural model in terms of path coefficients and explained variance. The analysis reveals that GAMEX has a positive and significant effect on both PP (β = 0.881, p < 0.001) and PU (β = 0.878, p < 0.001), supporting H1b and H1c, respectively. GAMEX also has a direct effect on BAE (β = 0.278, p = 0.004), while exhibiting indirect effects via PP (β = 0.264, p < 0.001) and PU (β = 0.182, p = 0.010). These findings confirm the multidimensional impact of gamification, which not only directly fosters engagement but also acts through hedonic and utilitarian behavioural routes. The model explains 77.7% of the variance in PP and 77.2% in PU, indicating a strong influence of GAMEX on users’ perceptions. Moreover, GAMEX, PP and PU collectively explain 47.3% of the variance in BAE, underscoring the mediating role of these cognitive and affective constructs in the engagement process. Finally, BAE exhibits a strong positive effect on GFCV (β = 0.905, p < 0.001), supporting H3. Notably, BAE alone accounts for 80.6% of the variance in GFCV, highlighting its central role in driving environmentally responsible consumption behaviour. These findings reinforce the strategic relevance of gamified branded apps in promoting sustainability values through increased consumer engagement.

The urgent need to reduce pollution for our planet and future generations is widely acknowledged (Mukonza and Swarts, 2020). The food industry, as a major polluter, has a crucial role in this challenge (Kibria et al., 2023). Promoting green behaviours requires tailored strategies that engage various stakeholders (Bhutto and Rūtelionė, 2024). As communication methods evolve, digital tools such as gamification and branded apps are emerging as effective ways to deliver green messages and shape consumer journeys (Richelieu and Webb, 2024). This study explores how gamification, implemented through branded food apps, impacts user engagement and supports the development of GFCV. PU and PP act as mediators within this process. To our knowledge, this research is among the first to show how these mechanisms can instil green values related to food consumption, rather than just influencing behaviour (Wang et al., 2024). The supported conceptual model demonstrates that innovative digital technologies can enhance consumer involvement and promote green choices in the food sector.

This study contributes to the literature in several ways. First, it addresses the ongoing theoretical gap in sustainability regarding how GFCV, rather than just behaviours, can be fostered through digital marketing interventions. Most prior studies have examined immediate outcomes, such as purchase intentions (D’Souza et al., 2023) or impulse buying in e-commerce (Lim et al., 2025a), while the value formation process supporting long-term, sustainable choices has received less attention (Chwialkowska and Flicinska-Turkiewicz, 2021). By positioning BAE as a key mechanism that connects gameful experience to the embedding of green food values, the study shifts the outcome lens from transactional metrics to value formation, answering calls in sustainability research to examine durable, motivation-based processes.

Second, the article clarifies how an experience-centric design operates within TAM in this setting. Rather than treating gamification at the feature level, the findings indicate that GAMEX is reflected in PU and PP as utilitarian and hedonic benefit perceptions, and that these belief pathways are associated with ongoing engagement with branded food apps. Accordingly, the study works within the established TAM tradition (Davis, 1989), however, it extends its typical focus beyond adoption and usage by specifying how experiential design activates TAM beliefs in a sustainability-relevant, branded food context.

Third, this research responds to the lack of studies examining the unique role of gamified branded apps in cultivating green food values within the food sector. Although branded apps and gamification have been explored for their impact on engagement and marketing outcomes (Tseng et al., 2021), their ability to promote sustainability-oriented values was previously unclear. The present findings show that gamified branded apps can serve as effective platforms for fostering green values in consumers’ everyday lives (Farha et al., 2024).

Finally, the research specifies a sequential mechanism in which GAMEX relates to utilitarian and hedonic benefit perceptions, which lead to BAE, and this engagement is linked to GFCV. Demonstrating this sequence clarifies the route by which technology-driven interactions are translated into value-relevant outcomes (Whittaker et al., 2021) and responds to calls for mechanism-based accounts of value formation in sustainability (Lim et al., 2025b).

Our study has several practical implications for managers. First, brands should view gamified branded food apps as one component of a broader sustainability strategy. In line with our results showing that experienced gamefulness enhances both utilitarian (PU) and hedonic (PP) benefit perceptions, managers should strengthen these two benefits together by pairing credible, food-specific sustainability information such as product-level sourcing and origin, third-party eco-labels like organic certification, packaging recyclability and carbon or environmental scores with engaging gameful design elements such as food-waste missions that encourage meal planning to use leftovers.

These combined benefits can be further reinforced by complementary strategies that integrate app experiences with social-norm messaging, such as store- or neighbourhood-level challenges on food-waste reduction or highlighting the percentage of customers purchasing green products, and by targeted economic incentives that offset the well-known green price premium, such as cashback rewards on verified eco-labelled items. Together, these approaches provide a practical pathway to increase BAE, which in our data is positively associated with GFCV. Finally, in-app experiences can be extended into physical stores through shelf tags, barcode prompts and point-of-sale receipts with environmental feedback, thereby ensuring that app missions reinforce actual purchase decisions.

Next, brand implementation is best guided by evidence. Because both benefit perceptions relate to engagement in our model, it is useful to run controlled tests by category and audience segment to learn which design features primarily raise PU and which features raise PP. Our findings also indicate a direct link from experienced gamefulness to engagement, so experience quality warrants attention: onboarding to the loyalty account can be streamlined, barcode scanning made fast, inventory signals for green products made reliable and feedback on mission completion made clear at checkout. Credibility can be reinforced with verifiable certifications and short explanations of labels to avoid greenwashing concerns. To manage fatigue, it helps to limit challenge frequency, rotate categories and monitor participation, skipped activities and uninstall rates.

Taken together, the findings of the study address our research questions. For the first research question, the results indicate that GAMEX can foster GFCV indirectly by shaping users’ perceptions of utilitarian and hedonic benefits that encourage sustained engagement with branded food apps. This finding highlights that the psychological experiences generated by gamified interactions may have lasting motivational consequences beyond short-term engagement. With respect to the second research question, the evidence shows that both PU and PP act as complementary routes through which GAMEX enhances BAE. Regarding the third research question, engagement is positively associated with GFCV, supporting the notion that repeated, meaningful interactions can contribute to the internalisation of such values over time.

Despite its contributions, this study has several limitations that point to promising avenues for future research. First, by focusing solely on the food sector and gamified branded apps for green consumption, the findings may not generalise to other industries with different consumer motivations. Future research should test the model across sectors such as fashion, mobility, or energy to identify context-specific factors and boundary conditions. Similarly, this study did not differentiate participants based on specific branded apps or levels of gamification intensity. The research focus was on users’ perceived GAMEX rather than the technical characteristics of individual apps. Future studies could extend this work by comparing user responses across varying app types or gamification levels to assess potential differences in effectiveness. Furthermore, reliance on self-reported survey data may introduce bias and recall inaccuracies, and it also limits our ability to rule out alternative explanations. For instance, users with stronger pre-existing GFCV may be more likely to adopt and actively use gamified branded food apps, which could inflate PU, PP, and BAE independent of any value change driven by experienced gamefulness. Future research should therefore combine surveys with behavioural log data, establish baseline measures of values prior to adoption and employ designs that clarify temporal order, such as longitudinal panels or field experiments that randomise exposure to gameful design elements or sustainability information.

Next, the study does not address potential moderating factors, such as demographics, technological readiness or prior environmental attitudes. Exploring these moderators could reveal which consumer segments are most receptive to gamification and inform more personalised strategies. Fourth, potential negative effects of gamification, such as user fatigue or prioritising rewards over genuine value change, are not considered. Future studies should examine both positive and negative outcomes, using psychological theories to understand when gamification might backfire. Finally, digital inequality limits access to branded apps in some regions. Research should explore alternative, low-tech, or hybrid interventions to reach underserved populations and compare effectiveness across varying levels of technological readiness.

Gamification (GAMEX) (Eppmann et al., 2018):

Note: This scale has 6 subdimensions.

Enjoyment

Enjoyment_1: Playing the gamified branded app was fun.

Enjoyment_2: I liked playing the gamified branded app.

Enjoyment_3: I enjoyed playing the gamified branded app very much.

Enjoyment_4: My experience with the gamified branded app was pleasurable.

Enjoyment_5: I think playing the gamified branded app is very entertaining.

Enjoyment_6: I would play this gamified branded app for its own sake, not only when being asked to.

Absorption

Absorption_1: Playing the gamified branded app made me forget where I am.

Absorption_2: I forgot about my immediate surroundings while playing the gamified branded app.

Absorption_3: After playing the gamified branded app, I felt like coming back to the “real world” after a journey.

Absorption_4: Playing the gamified branded app “got me away from it all.”

Absorption_5: While playing the gamified branded app, I was completely oblivious to everything around me.

Absorption_6: While playing the gamified branded app, I lost track of time.

Creative Thinking (CreativeThinking)

CreativeThinking_1: Playing the gamified branded app sparked my imagination.

CreativeThinking_2: While playing the gamified branded app, I felt creative.

CreativeThinking_3: While playing the gamified branded app, I felt that I could explore things.

CreativeThinking_4: While playing the gamified branded app, I felt adventurous.

Activation

Activation_1: While playing the gamified branded app, I felt activated.

Activation_2: While playing the gamified branded app, I felt jittery.

Activation_3: While playing the gamified branded app, I felt frenzied.

Activation_4: While playing the gamified branded app, I felt excited.

Absence of Negative Affect (AbsenceNegAffect)

AbsenceNegAffect_1: While playing the gamified branded app, I felt upset.

AbsenceNegAffect_2: While playing the gamified branded app, I felt hostile.

AbsenceNegAffect_3: While playing the gamified branded app, I felt frustrated.

Dominance

Dominance_1: While playing the gamified branded app, I felt dominant/I had the feeling of being in charge.

Dominance_2: While playing the gamified branded app, I felt influential.

Dominance_3: While playing the gamified branded app, I felt autonomous.

Dominance_4: While playing the gamified branded app, I felt confident.

Branded App Engagement (BAEngagement) (Hsieh et al., 2023)

BAEngagement_1: The ability to log into the gamified branded app makes me feel recognised as a customer.

BAEngagement_2: Using the gamified branded app gets me thinking about the brand.

BAEngagement_3: Using the gamified branded app stimulates my interest in the brand.

BAEngagement_4: I feel positive when I use the gamified branded app.

BAEngagement_5: I spend a lot of time using the gamified branded app compared to other brands.

Perceived Playfulness (PPlayfulness) (Moon and Kim, 2001)

PPlayfulness_1: When interacting with the gamified branded app, I do not realise the time elapsed.

PPlayfulness_2: When interacting with the gamified branded app, I am not aware of any distractions.

PPlayfulness_3: When using the gamified branded app, I often forget about my other responsibilities.

PPlayfulness_4: The gamified branded app makes my experience enjoyable.

PPlayfulness_5: The gamified branded app is fun for me to use.

PPlayfulness_6: Using the gamified branded app keeps me happy during my tasks.

PPlayfulness_7: Using the gamified branded app stimulates my curiosity.

PPlayfulness_8: The gamified branded app encourages me to explore new things.

PPlayfulness_9: Using the gamified branded app arouses my imagination.

Perceived Usefulness (PUsefulness) (Moon and Kim, 2001)

PUsefulness_1: Using the gamified branded app improves my task quality.

PUsefulness_2: Using the gamified branded app improves the performance of my task.

PUsefulness_3: The gamified branded app supports the critical part of my tasks.

PUsefulness_4: The gamified branded app helps me accomplish tasks more quickly.

PUsefulness_5: Using the gamified branded app increases my task productivity.

PUsefulness_6: The gamified branded app enables me to have more accurate information.

PUsefulness_7: The gamified branded app gives me access to a lot of information.

PUsefulness_8: The gamified branded app enables me to have more accurate information.

PUsefulness_9: The gamified branded app enables me to acquire high quality information.

Green Food Consumption Values (GreenFCValues) (Adapted by Haws et al., 2014)

GreenFCValues_1: It is important to me that the food products I consume do not harm the environment.

GreenFCValues_2: I consider the environmental impact of my dietary choices when making food-related decisions.

GreenFCValues_3: My food purchasing habits are guided by my concern for the environment.

GreenFCValues_4: I am concerned about wasting food and the resources used to produce it.

GreenFCValues_5: I would describe myself as environmentally responsible in the way I consume food.

GreenFCValues_6: I am willing to change my eating habits to support more sustainable food practices, even if it’s less convenient.

Note: All scales were adapted from previously validated instruments.