Figure 1
The path model has five oval-shaped constructs connected by directional arrows. On the far left is an oval labeled “Gameful experience”. Three arrows originate from “Gameful experience”. A horizontal arrow labeled “H 1 a” points to a central oval labeled “Branded app engagement”. An upward-right diagonal arrow labeled “H 1 b” points to an oval at the top center labeled “Perceived Playfulness”. A downward-right diagonal arrow labeled “H 1 c” points to an oval at the bottom center labeled “Perceived Usefulness”. From “Perceived Playfulness”, a rightward arrow labeled “H 2 a” points to “Branded app engagement”. From “Perceived Usefulness”, a rightward arrow labeled “H 2 b” also points to “Branded app engagement”. From “Branded app engagement”, a horizontal arrow labeled “H 3” points to the rightmost oval labeled “Green food consumption values”.Research framework and hypothesis