游戏化助推下的绿色消费行为研究综述

doi:10.12052/gdutxb.210160

摘要/Abstract

摘要： 为全面推进生态文明建设、加强生态环境保护，政府和企业正积极探索激励个人绿色消费的有效措施。随着游戏化应用的日益普及，以游戏化助推绿色消费行为的研究愈加受到关注，但尚未形成系统的理论框架。本综述首先对游戏化的要素、设计框架以及示能性进行了系统回顾。然后分别从动机、态度和行为3个方面分析梳理了绿色消费的研究现状，并根据绿色消费的特点提出了间接绿色消费行为的概念。最后，本综述基于对游戏化助推绿色消费行为相关文献的研究分析，构建了一个探究游戏化助推绿色消费行为的总体研究框架。该框架强调游戏化对个人的绿色消费动机、态度、行为均产生助推作用，为相关领域的探索提供了研究思路。

关键词: 游戏化, 绿色消费, 助推, 人机交互

Abstract: In order to comprehensively promote the construction of ecological civilization and strengthen the protection of ecological environment, the government and enterprises are actively exploring effective measures to encourage individual green consumption. With the increasing popularity of gamified applications, more and more attention has been paid to the research on green consumption behavior nudged by gamification. However, a systematic theoretical framework has not yet been formed. This review first systematically reviews the elements, design framework and affordances of gamification, then analyzes and sorts out the research status of green consumption from three aspects: motivation, attitude and behavior, and puts forward the concept of indirect green consumption behavior according to the characteristics of green consumption. Finally, based on the research and analysis of relevant literature on green consumption behavior nudged by gamification, this review constructs an overall research framework for exploring green consumption behavior nudged by gamification. It emphasizes that gamification has a boosting effect on people’s green consumption motivation, attitude and behavior, providing research ideas for the studies in related fields.

Key words: gamification, green consumption, nudge, human-computer interaction

中图分类号:

C939

杜松华, 吕境仪, 梁乃锋. 游戏化助推下的绿色消费行为研究综述[J]. 广东工业大学学报, 2022, 39(04): 46-54.

Du Helen S., Lyu Jing-yi, Liang Nai-feng. A Review of Green Consumption Behavior Nudged by Gamification[J]. Journal of Guangdong University of Technology, 2022, 39(04): 46-54.

参考文献

[1] 徐嘉祺, 佘升翔, 田云章, 等. 绿色消费行为的溢出效应: 目标视角的调节作用[J]. 财经论丛, 2019, 254(12): 86-94.
XU J Q, SHE S X, TIAN Y Z, et al. The spillover effect of green consumption: Moderating role of goal perspective [J]. Collected Essays on Finance and Economics, 2019, 254(12): 86-94.
[2] RYAN R M, DECI E L. Intrinsic and extrinsic motivations: Classic definitions and new directions [J]. Contemporary Educational Psychology, 2000, 25(1): 54-67.
[3] LUCHS M, NAYLOR R, IRWIN J, et al. The sustainability liability: potential negative effects of ethicality on product preference [J]. Journal of Marketing, 2010, 74(5): 18-31.
[4] KOSZEGI B, RABIN M. A model of reference-dependent preferences [J]. Quarterly Journal of Economics, 2005, 121(4): 1-44.
[5] STERN P. Toward a coherent theory of environmentally significant behavior [J]. Journal of Social Issues, 2000, 56(3): 407-424.
[6] 王建国, 杜伟强. 基于行为推理理论的绿色消费行为实证研究[J]. 大连理工大学学报(社会科学版), 2016, 37(2): 13-18.
WANG J G, DU W Q. Empirical research on green consumption using behavior reasoning theory [J]. Journal of Dalian University of Technology (Social Sciences), 2016, 37(2): 13-18.
[7] SIVAPALAN A, HEIDT T V D, SCHERRER P, et al. A consumer values-based approach to enhancing green consumption [J]. Sustainable Production and Consumption, 2021, 28(4): 699-715.
[8] 杜松华, 徐嘉泓, 张德鹏, 等. 游戏化如何驱动电商用户绿色消费行为——基于蚂蚁森林的网络民族志研究 [J/OL]. 南开管理评论 (2021-10-05) [2021-10-20]. https://kns.cnki.net/kcms/detail/12.1288.F.20210930.1626.006.html.
DU H S, XU J H, ZHANG D P, et al. How gamification drives e-commerce users’ green consumption behaviors: a netnography study of Ant-Forest [J/OL]. Nankai Business Review (2021-10-05) [2021-10-20]. https://kns.cnki.net/kcms/detail/12.1288.F.20210930.1626.006.html.
[9] 宁昌会, 奚楠楠. 国外游戏化营销研究综述与展望[J]. 外国经济与管理, 2017, 39(10): 72-85.
NING C H, XI N N. A review and prospects of foreign gamification marketing research [J]. Foreign Economics & Management, 2017, 39(10): 72-85.
[10] LIU D, SANTHANAM R, WEBSTER J. Toward meaningful engagement: a framework for design and research of gamified information systems [J]. MIS Quarterly, 2017, 41(4): 1011-1034.
[11] KOIVISTO J, HAMARI J. The rise of motivational information systems: a review of gamification research [J]. International Journal of Information Management, 2019, 45: 191-210.
[12] WERBACH K, HUNTER D. For the win: how game thinking can revolutionize your business [M]. Philadelphia: Wharton Digital Press, 2012: 148.
[13] ROBSON K, PLANGGER K, KIETZMANN J H, et al. Is it all a game? understanding the principles of gamification [J]. Business Horizons, 2015, 58(4): 411-420.
[14] HUNICKE R, LEBLANC M, ZUBEK R. MDA: a formal approach to game design and game research [J]. AAAI Workshop - Technical Report, 2004, ws-04-04: 1-5.
[15] SUH A, WAGNER C, LIU L. Enhancing user engagement through gamification [J]. Journal of Computer Information Systems, 2018, 58(3): 204-213.
[16] BERGER V. Social norm-based gamification to promote eco-friendly food choice [J]. Journal of Consumer Marketing, 2019, 36(5): 666-76.
[17] HUOTARI K, HAMARI J. A definition for gamification: anchoring gamification in the service marketing literature [J]. Electronic Markets, 2017, 27(1): 21-31.
[18] DU H S, KE X, WAGNER C. Inducing individuals to engage in a gamified platform for environmental conservation [J]. Industrial Management & Data Systems, 2020, 120(4): 692-713.
[19] YAVUZ M, ÇORBACıOĞLU E, BAŞOĞLU A N, et al. Augmented reality technology adoption: case of a mobile application in Turkey [J]. Technology in Society, 2021, 66(3): 101598.
[20] 祝希, 孙习祥. 中国消费者绿色消费动机来源分析——功能性需要还是象征性需要[J]. 企业经济, 2015, 35(12): 68-75.
ZHU X, SUN X X. Analysis on the source of Chinese consumers' green consumption motivation: Functional need or symbolic need [J]. Enterprise Economy, 2015, 35(12): 68-75.
[21] ALI F, ASHFAQ M, BEGUM S, et al. How “Green” thinking and altruism translate into purchasing intentions for electronics products: The intrinsic-extrinsic motivation mechanism [J]. Sustainable Production and Consumption, 2020, 24(4): 281-291.
[22] YADAV R. Altruistic or egoistic: which value promotes organic food consumption among young consumers? a study in the context of a developing nation [J]. Journal of Retailing and Consumer Services, 2016, 33(6): 92-97.
[23] PRAKASH G, CHOUDHARY S, KUMAR A, et al. Do altruistic and egoistic values influence consumers’ attitudes and purchase intentions towards eco-friendly packaged products? an empirical investigation [J]. Journal of Retailing and Consumer Services, 2019, 50(5): 163-169.
[24] CANIëLS M C J, LAMBRECHTS W, PLATJE J, et al. Impressing my friends: the role of social value in green purchasing attitude for youthful consumers [J]. Journal of Cleaner Production, 2021, 303(26): 126993.
[25] IDAHOSA L O, AKOTEY J O. A social constructionist approach to managing HVAC energy consumption using social norms: a randomised field experiment [J]. Energy Policy, 2021, 154(7): 112293.
[26] ELGAAIED-GAMBIER L, MONNOT E, RENIOU F. Using descriptive norm appeals effectively to promote green behavior [J]. Journal of Business Research, 2018, 82(1): 179-191.
[27] STEINHORST J, KLöCKNER C. Effects of monetary versus environmental information framing: Implications for long-term pro-environmental behavior and intrinsic motivation [J]. Environment and Behavior, 2018, 50(9): 997-1031.
[28] AL MAMUN A, MOHAMAD M R, YAACOB M R B, et al. Intention and behavior towards green consumption among low-income households [J]. Journal of Environmental Management, 2018, 227(23): 73-86.
[29] CHEUNG M F Y, TO W M. An extended model of value-attitude-behavior to explain Chinese consumers’ green purchase behavior [J]. Journal of Retailing and Consumer Services, 2019, 50(5): 145-153.
[30] WANG Q, WANG S, ZHANG M, et al. Green public procurement as a promoter for green consumption: From the perspective of individual's knowledge [J]. Cleaner and Responsible Consumption, 2021, 3(2): 100035.
[31] AMIT KUMAR G. Framing a model for green buying behavior of Indian consumers: from the lenses of the theory of planned behavior [J]. Journal of Cleaner Production, 2021, 295(18): 126487.
[32] 王财玉. 绿色消费态度—行为分离的心理机制[J]. 资源开发与市场, 2017, 33(10): 1227-1230.
WANG C Y. Psychological mechanism of the attitude-behavior gap of green consumption [J]. Resource Development & Market, 2017, 33(10): 1227-1230.
[33] JACOBS K, PETERSEN L, HöRISCH J, et al. Green thinking but thoughtless buying? an empirical extension of the value-attitude-behaviour hierarchy in sustainable clothing [J]. Journal of Cleaner Production, 2018, 203(34): 1155-1169.
[34] SUN H, TEH P-L, LINTON J D. Impact of environmental knowledge and product quality on student attitude toward products with recycled/remanufactured content: Implications for environmental education and green manufacturing [J]. Business Strategy & the Environment, 2018, 27(7): 935-945.
[35] 施卓敏, 张彩云. 消费者为何会落入绿色消费陷阱?——绿色消费对过度消费的影响研究 [J/OL]. 南开管理评论 (2021-04-22) [2021-10-22]. https://kns.cnki.net/kcms/detail/12.1288.F.20210422.0927.002.html.
SHI Z M, ZHANG C Y. Why do consumers fall into green consumption trap? the impact of green consumption on overconsumption [J/OL]. Nankai Business Review (2021-04-22) [2021-10-22]. https://kns.cnki.net/kcms/detail/12.1288.F.20210422.0927.002.html.
[36] ZAREMOHZZABIEH Z, ISMAIL N, AHRARI S, et al. The effects of consumer attitude on green purchase intention: a meta-analytic path analysis [J]. Journal of Business Research, 2021, 132(11): 732-743.
[37] LI J, ZHANG J, ZHANG D, et al. Does gender inequality affect household green consumption behaviour in China? [J]. Energy Policy, 2019, 135(12): 111071.
[38] 杨贤传, 张磊. 媒体说服形塑与城市居民绿色购买行为——调节中介效应检验[J]. 北京理工大学学报(社会科学版), 2020, 22(3): 14-25.
YANG X C, ZHANG L. Media persuasion shaping and urban residents’ green purchasing behavior—testing moderated mediation effects [J]. Journal of Beijing Institute of Technology (Social Sciences Edition), 2020, 22(3): 14-25.
[39] RO M, BRAUER M, KUNTZ K, et al. Making cool choices for sustainability: testing the effectiveness of a game-based approach to promoting pro-environmental behaviors [J]. Journal of Environmental Psychology, 2017, 53(5): 20-30.
[40] WANG X, YAO X. Fueling pro-environmental behaviors with gamification design: identifying key elements in Ant Forest with the Kano model [J]. Sustainability, 2020, 12(6): 2213.
[41] TOBON S, RUIZ-ALBA J L, GARCíA-MADARIAGA J. Gamification and online consumer decisions: is the game over? [J]. Decision Support Systems, 2020, 128(1): 113167.
[42] ASHFAQ M, ZHANG Q, ZAFAR A U, et al. Understanding Ant Forest continuance: effects of user experience, personal attributes and motivational factors [J]. Industrial Management & Data Systems, 2021.
[43] DORCEC L, PEVEC D, VDOVIC H, et al. How do people value electric vehicle charging service? a gamified survey approach [J]. Journal of Cleaner Production, 2019, 210: 887-897.
[44] HSU C L, CHEN M C. How gamification marketing activities motivate desirable consumer behaviors: focusing on the role of brand love [J]. Computers in Human Behavior, 2018, 88: 121-133.
[45] GüNTHER M, KACPERSKI C, KREMS J F. Can electric vehicle drivers be persuaded to eco-drive? a field study of feedback, gamification and financial rewards in Germany [J]. Energy Research & Social Science, 2020, 63(5): 101407.
[46] MULCAHY R F, MCANDREW R, RUSSELL-BENNETT R, et al. “Game on!” Pushing consumer buttons to change sustainable behavior: a gamification field study [J]. European Journal of Marketing, 2021, 55(10): 2593-2619.
[47] KOTSOPOULOS D, BARDAKI C, LOUNIS S, et al. Employee profiles and preferences towards IoT-enabled gamification for energy conservation [J]. International Journal of Serious Games, 2018, 5(2): 65-85.
[48] THALER R, SUNSTEIN C. NUDGE: improving decisions about health, wealth, and happiness [M]. London: Penguin Press, 2009.
[49] GRAVES L M, SARKIS J. The role of employees' leadership perceptions, values, and motivation in employees' provenvironmental behaviors [J]. Journal of Cleaner Production, 2018, 196(27): 576-587.
[50] BRAVO R, CATALáN S, PINA J M. Gamification in tourism and hospitality review platforms: how to R. A. M. P. up users’ motivation to create content [J]. International Journal of Hospitality Management, 2021, 99(8): 103064.
[51] 戚海峰, 于辉, 向伟林, 等. 绿色消费情境下消费者为什么会言行不一?[J]. 心理科学进展, 2019, 27(7): 1307-1319.
QI H F, YU H, XIANG W L, et al. Discussion of current theories and future research on attitude-behavior gap in green consumption [J]. Advances in Psychological Science, 2019, 27(7): 1307-1319.

Metrics

Viewed

Full text

Abstract

Cited

Shared

Discussed