The effect of gamified virtual csr cocreated on green consumption behavior: research results of Gen Z in Ho Chi Minh City

Abstract

With the explosive growth in gamified mobile apps, many enterprises are using virtual corporate - social - responsibility (CSR) cocreation activities to strengthen consumer - brand interactions. The aim of this study is to determine the effect of Gamification in the context of virtual CSR co-creation on Green consumption behavior through three factors: Attitude, Satisfaction and Perceived Enjoyment of Gen Z consumers in HCMC. This study surveyed 279 Gen Z consumers in HCMC. The results show that Gamification has an impact on Green consumption behavior, Satisfaction, and Perceived Enjoyment, and that of those 3 intermediate factors, Satisfaction has the strongest impact on Green consumption behavior. Some implications are proposed to orientate the improvement and development suitably for the Gamification factor to enhance operational efficiency virtual CSR cocreation activities