Abstract
Currently, individual green behaviors have attracted great attention from many countries for environmental degradation. It is particularly critical to identify useful strategies to motivate users’ green behaviors. Based on the goal framing theory, this paper considers three target motivations (hedonic goal, gain goal, and normative goal) of users’ behaviors, proposes the formation and cultivation mechanics of green behaviors in the green gamification platform, and builds a model considering the process of users’ engagement. By comparing users’ quality situation (high, general, low), this paper concludes that a lower involvement degree is required by high-quality individuals when forming and cultivating an environmental behavior habit. The result also benefits organizations that apply gamification designs in varieties of ways to engage and steer users like employees or consumers toward targeted goals.
Recommended Citation
Lin, Yixun and Du, Helen S., "An Analysis on the Formation and Cultivation of Environmental Protection Norms in the Context of Green Gamification" (2021). ICEB 2021 Proceedings (Nanjing, China). 38.
https://aisel.aisnet.org/iceb2021/38