Exploring the path from gamification to green consumption behavior the roles of perceived enjoyment, green attitude, and green advertising

Abstract

This study investigates the pathway from gamification to green consumption behavior in Ho Chi Minh City, Vietnam, where global environmental challenges amplify the urgency for sustainable solutions. Green consumption is recognized as a critical strategy, and gamification emerges as a promising behavioral tool to drive sustainability, yet its application remains underexplored, particularly in Vietnam where consumers still face barriers to adopting green products. Grounded on the Stimulus–Organism–Response (S–O–R) framework, the study conceptualizes gamification as the stimulus, perceived enjoyment and green attitude as the organism states, and green consumption behavior as the response. Data from 245 young consumers were collected via an online survey and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that gamification strongly enhances perceived enjoyment and positively influences green attitude. Green attitude emerges as the strongest predictor of green consumption behavior, followed by perceived enjoyment. Notably, green advertising slightly weakens the relationship between gamification and perceived enjoyment, while exerting no significant effect on the gamification–attitude link. The study concludes that gamification effectively drives eco-friendly behavior by strengthening enjoyment and positive attitudes. However, the complex and occasionally adverse role of green advertising underscores the need for authenticity and transparency, as poorly executed messages may undermine sustainability efforts. These insights highlight that the success of gamification hinges not only on its design but also on the strategic communication context.