Investigating the effects of gamification affordances on users’ green intrinsic motivation: a cognitive evaluation perspective

Abstract

Purpose

Based on cognitive evaluation theory and gamification affordances, this study aims to understand how gamification affordances influence users’ intention to engage in sustainable behaviour and how new trends in Ant Forest influence its impact on green intrinsic motivation to support sustainable behaviours.

Design/methodology/approach

The authors developed a research model to explore the mechanisms underlying gamification affordances, psychological needs and green intrinsic motivation. Partial least squares structural equation modelling was used to assess the survey data (n = 393) and test the research model.

Findings

The results show that different gamification affordances can satisfy users’ needs for autonomy, competence and relatedness, which positively influences their green intrinsic motivation and engagement in sustainable behaviours. However, some affordances, such as competition, might negatively impact these psychological needs.

Originality/value

This research updates information system research on environmental sustainability and the Ant Forest context. The authors provide a new framework that links gamification affordances, psychological needs and sustainable behaviour. The study also examines changing trends in Ant Forest and their implications.

Citation

Cheng, S. and Cao, C. (2024), "Investigating the effects of gamification affordances on users’ green intrinsic motivation: a cognitive evaluation perspective", Industrial Management & Data Systems, Vol. 124 No. 4, pp. 1437-1462. https://doi.org/10.1108/IMDS-12-2022-0753