游戏化助推下的绿色消费行为研究综述

杜松华; 吕境仪; 梁乃锋

doi:10.12052/gdutxb.210160

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游戏化助推下的绿色消费行为研究综述

更新时间：2026-05-27

- 游戏化助推下的绿色消费行为研究综述
- A Review of Green Consumption Behavior Nudged by Gamification
- 广东工业大学学报 2022年39卷第4期页码：46-54
- 作者机构：
  
  1. 广东工业大学管理学院,广东,广州,510520
  2. 惠州城市职业学院商务学院,广东,惠州,516025
- 作者简介：
  
  杜松华(1967– )，女，教授，博士，主要研究方向为“互联网+”新媒体营销、电子商务、游戏化与绿色管理等
  吕境仪(1996–)，女，硕士研究生，主要研究方向为电子商务、游戏化与绿色管理等，E-mail：2111908033@mail2.gdut.edu.cn
- 基金信息：
  
  国家自然科学基金资助项目(72072040);广东省基础与应用基础研究基金资助项目(2021A1515011662)
- DOI：10.12052/gdutxb.210160
  中图分类号： C939;F724.6;F713.55
- 网络首发：2022-07-10，
  
  纸质出版：2022
- 稿件说明：
移动端阅览
杜松华, 吕境仪, 梁乃锋. 游戏化助推下的绿色消费行为研究综述[J]. 广东工业大学学报, 2022, 39(4): 46-54.

Du Helen S., Lyu Jing-yi, Liang Nai-feng. A Review of Green Consumption Behavior Nudged by Gamification[J]. 2022, 39(4): 46-54.
杜松华, 吕境仪, 梁乃锋. 游戏化助推下的绿色消费行为研究综述[J]. 广东工业大学学报, 2022, 39(4): 46-54. DOI： 10.12052/gdutxb.210160.

Du Helen S., Lyu Jing-yi, Liang Nai-feng. A Review of Green Consumption Behavior Nudged by Gamification[J]. 2022, 39(4): 46-54. DOI： 10.12052/gdutxb.210160.

摘要

为全面推进生态文明建设、加强生态环境保护，政府和企业正积极探索激励个人绿色消费的有效措施。随着游戏化应用的日益普及，以游戏化助推绿色消费行为的研究愈加受到关注，但尚未形成系统的理论框架。本综述首先对游戏化的要素、设计框架以及示能性进行了系统回顾。然后分别从动机、态度和行为3个方面分析梳理了绿色消费的研究现状，并根据绿色消费的特点提出了间接绿色消费行为的概念。最后，本综述基于对游戏化助推绿色消费行为相关文献的研究分析，构建了一个探究游戏化助推绿色消费行为的总体研究框架。该框架强调游戏化对个人的绿色消费动机、态度、行为均产生助推作用，为相关领域的探索提供了研究思路。

Abstract

In order to comprehensively promote the construction of ecological civilization and strengthen the protection of ecological environment

the government and enterprises are actively exploring effective measures to encourage individual green consumption. With the increasing popularity of gamified applications

more and more attention has been paid to the research on green consumption behavior nudged by gamification. However

a systematic theoretical framework has not yet been formed. This review first systematically reviews the elements

design framework and affordances of gamification

then analyzes and sorts out the research status of green consumption from three aspects: motivation

attitude and behavior

and puts forward the concept of indirect green consumption behavior according to the characteristics of green consumption. Finally

based on the research and analysis of relevant literature on green consumption behavior nudged by gamification

this review constructs an overall research framework for exploring green consumption behavior nudged by gamification. It emphasizes that gamification has a boosting effect on people’s green consumption motivation

attitude and behavior

providing research ideas for the studies in related fields.

关键词

Keywords

references

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