Neuroeconomics and gamified experiences in green shopping behavior: A qual-quant-qual empirical study in Ho Chi Minh City

Abstract

Purpose - This study examines the influence of neuroeconomics and gamified experiences on green shopping behavior in Ho Chi Minh City. It explores how cognitive and affective processes mediate eco-friendly purchase decisions through behavioral economics, neuroscience, and gamification insights. Methodology - A mixed-methods approach is employed, integrating in-depth interviews and a survey of 556 respondents before the second in-depth interview to check the result validation. The data are analyzed using partial least squares - Structural Equation Modeling (PLS-SEM) to assess the impact of Achievement Motivation, Social Motivation, and Enjoyment Motivation on green shopping behavior. Findings - Findings show that gamified experiences enhance consumer engagement in green shopping, with Social Motivation (SM) and Enjoyment Motivation (EM) playing key roles in shaping Attitude toward Sustainable Purchasing (ASP). Achievement Motivation (AM) had a lesser impact. Environmental Consciousness (EC) strongly influenced Reason for Sustainable Purchasing (RSP), while Social Consciousness (SC) had a moderate effect. Gamification elements like Flow (FL) and Visual Appeal (VA) were crucial for sustained engagement. Practical implications - The study offers valuable insights for businesses and policymakers in designing digital strategies that leverage gamification and neuroeconomic principles to drive sustainable consumer behavior. By integrating interactive and motivational elements, brands can foster long-term engagement with green shopping initiatives. Originality/value - This study contributes to the growing literature on sustainability by linking neuroeconomics and gamification to green consumer behavior. It provides a novel perspective on how digital strategies can influence sustainable consumption patterns, particularly in the context of Ho Chi Minh City.