Imperceptible, Entertaining: The Impact of Gamification on Public Friendly Environmental Behavior

Faced with growing pressure for environmental sustainability, many companies are exploring innovative ways to incorporate “green” practices into their day-to-day processes. The purpose of this study was to explore the impact mechanism of gamified empowerment mediated by environmental identity and user engagement on pro-environmental behaviors, and to conduct data analysis based on the questionnaires of 341 participants. The study found that: gamification has a positive impact on users’ environmental identity and user fit; environmental identity and user fit can promote the generation and continuation of pro-environmental behavior; environmental identity and user fit play an intermediary role in individual pro-environmental behavior effect. The research enriches the related research on gamification and pro-environmental behavior, and provides suggestions for the development and design of green information systems.