IMPACT OF GAMIFICATION-DRIVEN MOTIVATIONAL AFFORDANCES IN GREEN LOGISTICS ON REUSABLE PACKAGING BEHAVIOR

Gamification has become a trend in the field of sustainability. To enhance consumers' intention to use and return reusable packaging, this study develops a gamified technology approach to elaborate on the motivations that drive users' engagement in sustainable behaviors. It investigates the impact of green psychological benefits generated during the gamification technology experience on the behavior of using and returning reusable packaging. A PLS-SEM model is developed to examine the influence of external and internal motivations stimulated by gamification design elements on the green psychological benefits, which drive consumers’ behavioral outcomes of using and returning reusable packaging in e-commerce. This study finds that intrinsic and extrinsic motivations have a significant and positive impact on green psychological benefits and, in turn, significantly and positively influence consumers' intentions to use and return reusable packaging. Furthermore, the research confirms that the warm glow effect has a partial mediating effect on the link between intrinsic motivation and intention to use and return reusable packaging. This study contributes to the theory and practice of social sustainability marketing technology by enhancing the understanding of customer motivations and behavioral intentions in e-commerce in the sustainable gamification context.