Why do you immerse yourself in planting virtual trees? Using gamified elements to promote decarbonization

Purpose – This study investigates how gamified systems can drive individual decarbonization behaviors by unpacking the intrinsic, external-material and external-social motivational mechanisms underpinning engagement with gamified environmental platforms. Design/methodology/approach – Drawing on self-determination theory (SDT), this research employs a mixed-methods design. Study 1 conducts textual analysis on 1, 661 Weibo posts to explore user experiences with the Ant Forest app, while Study 2 utilizes structural equation modeling (N = 488) to test the effects of gamified design elements on motivational drivers and subsequent prosocial behaviors. Findings – Gamified features (e.g. challenge-skill balance and clear goals) significantly enhance intrinsic and extrinsic motivations. Intrinsic motivation predicts energy-saving intentions and donation willingness. External-material and external-social motivations differentially influence these behaviors, with social rewards impacting donation willingness more than daily energy-saving intentions. Moreover, the effects are moderated by player type: solo players respond more to intrinsic motivation, while social players are driven by extrinsic motivations. Practical implications – Designing gamification strategies tailored to user types and motivation profiles can enhance environmental engagement, guiding businesses in mobilizing consumers for sustainable action. Originality/value – This study is the first to deconstruct gamification’s impact on consumer decarbonization through a tripartite motivation model grounded in SDT. It also distinguishes between voluntary and reluctant prosocial behaviors.