Gamification and Sustainable Reverse Logistics: Enhancing Circular Practices and Customer Repurchase in the Digital Age

Abstract

As environmental concerns and digital transformation reshape business operations, reverse logistics has become a critical component in building sustainable supply chains. This study investigates how gamification through interactive return policies can promote sustainable consumer behavior and enhance reverse logistics efficiency. Drawing on Self-Determination Theory and circular economy principles, the research examines the mediating roles of technological awareness, hedonic motivation, and perceived enjoyment in influencing customer repurchase intentions. Moreover, the moderating role of corporate sustainability commitments is analyzed to determine their impact on strengthening gamification outcomes. Data collected from 305 customers in Vietnam were analyzed using PLS-SEM. The findings reveal that gamification significantly improves customer engagement and repurchase behavior, especially when aligned with clear sustainability practices. This research provides novel insights into how gamified strategies can support green logistics, reduce environmental impact, and foster a culture of responsible consumption in e-commerce ecosystems