Empowering green disposal behavior: the influence of gamification affordances and the multi-goal frame

Helen S. Du, Jingtao Yin, Yixun Lin and Yihan Yang

Behaviour and Information Technology, 2025, vol. 44, issue 17, 4153-4169

Abstract: Green disposal behavior (GDB) is the final, crucial behavioural outcome in the three stages of environmentally responsible consumption, which comprise the acquisition, use, and disposal of goods or services. With the increasing adoption of gamification in e-commerce platforms, many game-based green disposal activities have attracted millions of online users’ engagement and thus affected their cognition, motivation, and GDB. Previous studies have identified that motivation contributes to environmentally responsible consumption. However, the exploration of the inner psychological mechanism of multi-goal motives in gamification has been limited. Based on the ‘affordances–psychological outcomes–behavioral outcomes’ framework, we examine the relationships between gamification affordances, the multi-goal frame, and GDBs. The survey analysis of 420 users of a gamified disposal e-platform reveals that gamification affordances (i.e. autonomy support and interactivity) may energise GDB through the chain mediating intrinsic motivation of the multi-goal frame. The findings expand existing understandings of the inner psychological motivation and behaviour in the gamified context and call for design attention to influential gamification affordances that stimulate end-users’ attention and engagement.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2025.2457012 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:tbitxx:v:44:y:2025:i:17:p:4153-4169

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2025.2457012

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().