User continuance of a green behavior mobile application in China: An empirical study of Ant Forest

Zhang, Yixiang; Xiao, Shen; Zhou, Guanghui

doi:10.1016/j.jclepro.2019.118497

Cited by 89 publications

(107 citation statements)

References 42 publications

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“…Nowadays, organizations are motivated to find efficient communications strategies and design innovative marketing activities that energize consumers to buy environmentally friendly products and adopt green consumption buying behavior (Amatulli et al, 2019). Consumers tend to show more green behavior when they use green products as green products satisfy their environmental concerns (Zhang, Xiao, & Zhou, 2019). However, people's concerns extended from the food industry to the cosmetic industry.…”

Section: Introductionmentioning

confidence: 99%

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Mirani

Sohu

et al. 2020

SIJMB

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In today’s world, the demand for cosmetic products is increasing at a faster rate than before, and companies have begun to manufacture cosmetic products to cater to the needs of local and international users. This paper aims to explore the relationship between celebrity endorsement, promotional activities, packaging, brand image, and green consumer buying behavior in the cosmetic industry of Pakistan. It also examines the mediating role of the brand image between celebrity endorsement and green consumer buying behavior. The data was collected primarily through a 5 Likert scale questionnaire from the females of the four renowned Universities of Pakistan. The Partial least square structural equation modeling (PLS-SEM) using ADANCO 2.0.1, used for data analysis, and the sample size contained 190 respondents. The findings revealed a significant direct relationship between celebrity endorsement, promotional activities, packaging of a product, and brand image with the green consumer buying behavior (Green CBB). Partial mediation was found between celebrity endorsement and green consumer buying behavior. This study has implications for practitioners and researchers interested in investing in green consumption in Pakistan.

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Section: Introductionmentioning

confidence: 99%

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Mirani

Sohu

et al. 2020

SIJMB

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“…Specifically, in Ant Forest , users accumulate green energy from daily pro-environmental activities. When users achieve a certain amount, they can act toward a realized value (users plant virtual trees on the virtual platform, and then real trees will be planted in a specific geographic location by the platform provider) ( Yang et al, 2018 ; Zhang et al, 2020 ). The game rule is that users are supposed to collect green energy manually by touching their mobile phone screens before it expires.…”

Section: Corporate Philanthropy and Gamified Charitymentioning

confidence: 99%

Embedded Philanthropic CSR in Digital China: Unified View of Prosocial and Pro-environmental Practices

Rafique

Zhou

et al. 2021

Front. Psychol.

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In recent decades, China has transformed from a conventional society into a digitally competitive nation. From an economic perspective, embedded corporate social responsibility (CSR) is gaining a new height where gamified charity is a trendy approach. By adopting the norm activation model from the point of view of the stimulus–organism–response framework, this research theoretically conceptualized the role of the mobile application environment (including telepresence, functional transparency, and accessibility) to map the cognition and philanthropic behavioral intentions of consumers in the gamified setting. The quantified survey comprised 669 respondents. The findings highlighted the critical role of functional transparency and telepresence of a mobile application in driving consumers’ warm glow and ascribed responsibility. The research underlined the presence of the unique DNA of Internet Plus Charity (Public Benefits) for prosocial and pro-environmental purposes in China under the umbrella of philanthropic CSR.

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“…The early success of Ant Forest could be largely attributed to its gamification design [14]. Based on the definition proposed by Koster [18], we classify the gamification design elements in Ant Forest into four modules: task design, social interaction, feedback and reward.…”

Section: Identifying Gamification Design Elements In Ant Forestmentioning

confidence: 99%

“…Similar to the official certificate, the virtual medals awarded by Ant Forest (rewd4), as well as the visualized demonstration of users' green contributions (fdbk5), give a disproportionate increasement in user satisfaction. In addition, the interaction between online friends in Ant Forest is found to be an Attractive element, including helping one another to collect green energy (inter5), or "stealing" green energy from each other (rewd2) [14].…”

Section: Better-worse Analysismentioning

confidence: 99%

“…When a user's green energy accumulates to a certain amount, he or she can select a sapling to plant a grown-up virtual tree, which will turn into a real tree in deserts by Ant Forest. This information technology-based platform enables people to record low carbon footprints, engage in low-carbon behaviors, and gradually cultivate green lifestyles [14]. By the end of 2019, 500 million Ant Forest users had reduced more than 7.92 million tons of carbon emission, which was converted to 122 million real trees planted in deserts of more than 66,667 hectares [15].…”

Section: Introductionmentioning

confidence: 99%

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Fueling Pro-Environmental Behaviors with Gamification Design: Identifying Key Elements in Ant Forest with the Kano Model

Wang

Yao

2020

Sustainability

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As emerging approaches, IT-based applications designed for encouraging pro-environmental behaviors have shown great potential. By focusing on Ant Forest, this study attempts to explore the embedded gamification design to identify key elements that lead to users’ long-term game participation which eventually fosters pro-environmental behaviors. First, a focus group interview was conducted to identify twenty-one gamification design elements in four modules: task design, social interaction, feedback, and reward. Furthermore, this study employed the Two-Dimensional Kano Model and better–worse analysis to classify and prioritize the gamification design elements that impact users’ attitudes toward Ant Forest. Five Attractive elements, five One-Dimensional elements, four Must-Be elements, and seven Indifferent elements were identified in Ant Forest from 207 questionnaires. The results emphasize the significant impact of gamification design elements that are highly correlated with environmental sustainability (i.e., green context, pro-environmental behaviors, plant a tree) in Ant Forest. In addition, users who are rewarded by both virtual medals and official certificates demonstrate higher satisfaction, whereas elements associated with social interaction and competition show trivial importance. This study has profound theoretical implications as an interdisciplinary study, and yields helpful insights for practice to improve Ant Forest design, promote Ant Forest usage and finally fuel pro-environmental behaviors.

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User continuance of a green behavior mobile application in China: An empirical study of Ant Forest

Cited by 89 publications

References 42 publications

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Antecedents of Green Consumer Behavior the Mediating Role of Brand Image in the Cosmetic Industry

Embedded Philanthropic CSR in Digital China: Unified View of Prosocial and Pro-environmental Practices

Fueling Pro-Environmental Behaviors with Gamification Design: Identifying Key Elements in Ant Forest with the Kano Model

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