游戏化助推下的绿色消费行为研究综述

A Review of Green Consumption Behavior Nudged by Gamification

为全面推进生态文明建设、加强生态环境保护,政府和企业正积极探索激励个人绿色消费的有效措施。随着游戏化应用的日益普及,以游戏化助推绿色消费行为的研究愈加受到关注,但尚未形成系统的理论框架。本综述首先对游戏化的要素、设计框架以及示能性进行了系统回顾。然后分别从动机、态度和行为3个方面分析梳理了绿色消费的研究现状,并根据绿色消费的特点提出了间接绿色消费行为的概念。最后,本综述基于对游戏化助推绿色消费行为相关文献的研究分析,构建了一个探究游戏化助推绿色消费行为的总体研究框架。该框架强调游戏化对个人的绿色消费动机、态度、行为均产生助推作用,为相关领域的探索提供了研究思路。

In order to comprehensively promote the construction of ecological civilization and strengthen the protection of ecological environment, the government and enterprises are actively exploring effective measures to encourage individual green consumption. With the increasing popularity of gamified applications, more and more attention has been paid to the research on green consumption behavior nudged by gamification. However, a systematic theoretical framework has not yet been formed. This review first systematically reviews the elements,design framework and affordances of gamification, then analyzes and sorts out the research status of green consumption from three aspects: motivation, attitude and behavior, and puts forward the concept of indirect green consumption behavior according to the characteristics of green consumption. Finally, based on the research and analysis of relevant literature on green consumption behavior nudged by gamification, this review constructs an overall research framework for exploring green consumption behavior nudged by gamification. It emphasizes that gamification has a boosting effect on people’s green consumption motivation, attitude and behavior, providing research ideas for the studies in related fields.