Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh city, Vietnam

Abstract

For the time being, as consumers become more aware of the need to shift consumption habits toward green initiatives, a broader set of methods encouraging sustainable living should be sought. Along with the 4.0 century, technological factors appear as a trend and then support human life a lot. However, a little research has been conducted to examine the combination of green marketing and gamification as a strategy to attract customers, leading to promoting sustainable consumption as well as increasing and maintaining loyal and potential customers. As a result, the research authors decided to choose this topic. The research examines the impact of applying gamification in green marketing on customer engagement. It studies the correlation between 4 concepts: gamification, green marketing, perceived enjoyment and customer engagement. An empirical survey was used to test the hypotheses. Data were collected from a total of 319 respondents from Ho Chi Minh City and structural equation modeling (SPSS - AMOS) is proposed to assess the relationships of the research model. The findings show a significant positive association between gamification, perceived enjoyment and customer engagement. Moreover, green marketing does moderate the relationship between gamification and perceived enjoyment. Hence, marketers and brands pursuing green initiatives should keep this impactful consequence in mind when applying gamification in green marketing campaigns so as to gain more customer engagement, helping to improve brand awareness or even boost revenue