Investigating the impact of environmental communication gamification on green perceived value and green value Co-creation intention: The mediating role of psychological and social well-being

Abstract

To protect the natural environment, research on environmental protection communication through the lens of mobile gaming applications remained fragmented and underexplored in the existing literature. Drawing on the background of the Ant Forest mobile game application, a relatively new phenomenon promoting green behavior for environmental protection in China, this study investigates how the impact of environmental communication gamification (ECG) on consumer green value co-creation intention (GVCI) under the spotlight of green perceived value (GPV) and expected eudaimonic (i.e., psychological and social) well-being. Findings from 421 Chinese respondents reveal that ECG significantly impacts GVCI, with the mediating effects GPV, expected personal growth (i.e., expected psychological well-being), and expected social contribution (i.e., expected social well-being). This study introduces novel theoretical insights, outlines practical implications, and suggests avenues for future research aimed at fostering low-carbon initiatives by influencing consumer attitudes towards environmental protection.