Gamification in C2C secondary marketplace apps: from motivating sustainable behavior to unintended overconsumption

Purpose This study integrates affordance theory and self-determination theory to examine how gamification affordances on consumer-to-consumer (C2C) secondary marketplace apps influence users' pro-environmental behaviors. Drawing on the concepts of warm glow and moral licensing, it investigates how pro-environmental actions via apps may unintentionally lead to overconsumption. Design/methodology/approach We recruited 613 respondents who had recently used Xianyu, a leading C2C secondary marketplace app in China, to sell their unwanted possessions. Data were analyzed using SmartPLS 4.0 to test the proposed path relationships. Findings The findings showed that instrumental and hedonic affordances, but not social affordances, are crucial for enhancing pro-environmental motivations. Users' engagement in pro-environmental actions is driven by autonomous (intrinsic) and controlled (extrinsic) motives. Engaging in pro-environmental actions via apps can increase the warm glow effect, which, in turn, may unintentionally contribute to overconsumption behaviors, including over-purchase, hedonic consumption and impulse purchase. Moral licensing strengthened the impact of warm glow on hedonic consumption and impulse purchase. Practical implications This study suggests C2C secondary marketplace apps can design gamified elements to sustain pro-environmental motivations while reducing overconsumption by leveraging instrumental and hedonic affordances, emphasizing long-term environmental impact and mitigating moral licensing through ongoing commitment. Originality/value This research offers a novel perspective by demonstrating how gamification affordances promote pro-environmental behaviors yet may indirectly drive overconsumption through the emotional benefits of these actions. By highlighting both positive motivations and potential unintended consequences, this study provides a comprehensive understanding of gamification's impact in C2C secondary marketplaces.