Positive Affecter and the Path to Green Gamified Banking: Unveiling the Mediation effect of E-banking Services

Rehman Obaid Ul (), Zhongjun Tang () and Farrukh Shahzad Muhammad ()
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Rehman Obaid Ul: Department of Economics and Management, Beijing University of Technology, Beijing, China
Zhongjun Tang: Department of Economics and Management, Beijing University of Technology, Beijing, China
Farrukh Shahzad Muhammad: Department of Economics and Management, Beijing University of Technology, Beijing, China

Review of Marketing Science, 2025, vol. 23, issue 1, 275-312

Abstract: Gamification in e-banking has been on the rise, but its research under the prism of sustainability is still unexplored. The study addresses this gap by collecting data from a survey of 264 participants using Partial Least Squares Structural Equation Modeling (PLS-SEM), aiming to investigate positive affectors such as enjoyment, engagement and motivation effecting green gamified banking. The results showed that enjoyment positively affected e-banking usage and green gamified banking adoption. Engagement, especially in green gamified banking, emphasized users’ emotional involvement and significantly affected sustainable behavior, with high activity levels propelling environmentally sound actions. Motivation led to higher e-banking usage and adoption of sustainable practices, emphasizing the motivating force behind these behaviors. Moreover, e-banking services served as mediators, intervening to create positive experiences of green gamified banking. Our research demonstrated that, based on customer experiences of enjoyment, engagement, and motivation, gamification could encourage customers to use e-banking and promote sustainable habits, thereby improving financial literacy and making online transactions effortless. This study offers valuable knowledge for e-banking strategists and marketers. Understanding how pleasant experiences in serious games can motivate environmentally friendly behavior enables stakeholders to make more effective attempts to promote greener behavior among digital financial services, further enhancing the sustainable development of e-banking.

Keywords: green gamified banking; e-banking services; enjoyment; engagement; motivation (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1515/roms-2024-0154

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