Green Gamification as a Driver of Green Eating Intention: The Mediating Role of Green Brand Image

Abstract:

This study investigates the mechanism through which green gamification influences green eating intentions, specifically regarding plant-based meat alternatives. By utilizing the affordance-psychological-behavioral (APB) framework as a theoretical lens, the research provides empirical insights into the transition from digital interaction to sustainable consumption within the Vietnamese market. Data were collected from 358 consumers in Ho Chi Minh City and analyzed using PLS-SEM. The findings reveal that green gamification affordances - specifically enjoyment, self-efficacy, and self-presentation - significantly enhance green brand image, with enjoyment emerging as the most potent driver. Furthermore, green brand image acts as a psychological mediator, effectively bridging the relationship between these gamified elements and green eating intention. These results offer empirical support for the applicability of the APB framework in the sustainable food sector, demonstrating how psychological mediators facilitate behavioral outcomes in digital contexts. Practically, the study implies that brand managers should prioritize immersive, enjoyable gamified designs to foster sustainable dietary shifts rather than relying solely on functional features.