Journal of Guangdong University of Technology ›› 2022, Vol. 39 ›› Issue (04): 46-54.doi: 10.12052/gdutxb.210160

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A Review of Green Consumption Behavior Nudged by Gamification

Du Helen S.1, Lyu Jing-yi1, Liang Nai-feng2   

  1. 1. School of Management, Guangdong University of Technology, Guangzhou 510520, China;
    2. School of Business, City College of Huizhou, Huizhou 516025, China
  • Received:2021-10-28 Online:2022-07-10 Published:2022-06-29

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

CLC Number: 

  • C939
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