The impact of gamification on sustainable consumption behavior: An integrated tam and tpb approach among young people in Ho Chi Minh City

Abstract

This research investigates how gamification influences sustainable consumption behaviors among young consumers in Ho Chi Minh City. As environmental issues become increasingly urgent, innovative strategies are needed to promote responsible consumption, with gamification proving to be an effective method for motivating individuals to adopt sustainable habits. By integrating the Technology Acceptance Model (TAM) and the Theory of Planned Behavior (TPB), this study analyzes the impact of game-like features, such as rewards, challenges, and social engagement, on user participation and the development of sustainable consumption patterns. This study employed a quantitative survey involving 303 respondents between the ages of 18 and 25, consisting of university students and young professionals. The collected data was examined using Partial Least Squares Structural Equation Modeling (PLS-SEM), allowing for a detailed analysis of the connection between gamification elements and sustainable behavior. The results indicate that gamification has a positive impact on sustainability attitudes, reinforces social influence, and enhances individuals’ perceived control over their consumption decisions. Furthermore, the study highlights the effectiveness of TAM in explaining user adoption of gamified tools, while TPB offers valuable perspectives on the psychological and social determinants of sustainable behavior. The findings provide valuable insights for businesses, policymakers, and sustainability advocates aiming to integrate gamification into their strategies. Utilizing interactive and engaging digital solutions can enhance efforts to encourage long-term sustainable consumption behaviors. This study adds to the expanding research on digital engagement and sustainability, offering actionable recommendations for applying gamification in future environmental initiatives.