...Giuseppe La Ragione; Shiva Sadat Mostafavi; Marcello Risitano; Alexis Mavrommatis Purpose This study investigates how gamification embedded in branded apps influences the development of green food consumption values. By examining the mediating roles of perceived Playfulness and perceived...

...Song-Yik Lim; Yiqi Tan; Xiu-Ming Loh; Tat-Huei Cham; Mun-Yee Ooi; Garry Wei-Han Tan Purpose This study aims to look into the role of gamification as an effective marketing tool to engage with consumers and influence purchase behaviours. As there are a plethora of gamified elements, it is crucial...