This study investigates how gamified systems can drive individual decarbonization behaviors by unpacking the intrinsic, external-material and external-social motivational mechanisms underpinning engagement with gamified environmental platforms.
Drawing on self-determination theory (SDT), this research employs a mixed-methods design. Study 1 conducts textual analysis on 1,661 Weibo posts to explore user experiences with the Ant Forest app, while Study 2 utilizes structural equation modeling (N = 488) to test the effects of gamified design elements on motivational drivers and subsequent prosocial behaviors.
Gamified features (e.g. challenge-skill balance and clear goals) significantly enhance intrinsic and extrinsic motivations. Intrinsic motivation predicts energy-saving intentions and donation willingness. External-material and external-social motivations differentially influence these behaviors, with social rewards impacting donation willingness more than daily energy-saving intentions. Moreover, the effects are moderated by player type: solo players respond more to intrinsic motivation, while social players are driven by extrinsic motivations.
Designing gamification strategies tailored to user types and motivation profiles can enhance environmental engagement, guiding businesses in mobilizing consumers for sustainable action.
This study is the first to deconstruct gamification’s impact on consumer decarbonization through a tripartite motivation model grounded in SDT. It also distinguishes between voluntary and reluctant prosocial behaviors.
