Environmental Sustainability Gamification (ESG): Testing the Model
DOI:
https://doi.org/10.26905/jbm.v12i1.15802Keywords:
environmental sustainability gamification, sustainable behavior, psychological needs, confirmatory factor analysisAbstract
This study aims to validate an environmental sustainability gamification (ESG) framework by examining six psychological dimensions; Autonomy, Competence, Relatedness, Enjoyment, Self-efficacy, and Self-presentation—among Grab users in Southeast Asia. Using confirmatory factor analysis (CFA) on data from 214 respondents, the results identify self-presentation (AVE = 0.623) as the dominant predictor of sustainable behavior, reflecting the cultural emphasis on social recognition in collectivist markets. Competence (personalized rewards) and Relatedness (community features) significantly enhance long-term engagement, while Enjoyment drives initial adoption. The study provides actionable strategies for ride-hailing platforms, including reward personalization and social feature integration, to bridge the intention-action gap in sustainable behavior. These findings advance the application of psychological theory in digital sustainability initiatives
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