The impact of gamification on Genz's Green consumption intentions : The moderating role of virtual CSR

Abstract

The present study examines the influence of gamification on consumer intentions towards green consumption. the mediating role of hedonic motivation and perceived enjoyment is explored, with virtual corporate social responsibility (csr) as a moderating variable. data were collected through a survey administered to 600 individuals in ho chi minh city who expressed interest in gamified shopping apps and eco-friendly products. the findings reveal that gamification affordances significantly and positively impact psychological outcomes, which, in turn, drive green purchasing intentions. additionally, virtual csr moderates this relationship, enhancing its overall effect. the study's implications highlight the potential of gamification elements, such as self-expression and playfulness, as powerful tools for shaping consumer behavior and encouraging sustainable consumption. these insights could inform the design of more effective strategies for policymakers and industry leaders to foster sustainable consumption practices in ho chi minh city.