Configuring gamification and goal frames for pro-environmental behavior in green IT: a fuzzy-set analysis

Purpose This study aims to explore how different gamification affordances interact with motivational goals to shape IT-embedded pro-environmental behavior (PEB) within gamified green IT applications. Design/methodology/approach Drawing on the affordance theory, goal-framing theory and goal systems theory, the study adopts a configurational approach using fuzzy-set qualitative comparative analysis to identify combinations of gamification features and user motivations that lead to high levels of IT-embedded PEB. Findings The results reveal four distinct configurations where motivational goals (normative, gain, hedonic) interact under different gamification affordances (social-related, achievement-related, immersion-related) to drive PEB in Green IT. These pathways demonstrate how different goals can either align or conflict depending on the gamification structure. In some configurations, multiple goals operate in synergy, while in others, a single dominant goal drives behavior despite the absence of normative or hedonic motivations. Research limitations/implications This study contributes to a deeper understanding of the dynamic interplay between gamification design and user goal structures, extending theoretical insights into how gamified environments can shape sustainable behavior. Practical implications This study offers practical guidance for tailoring gamified green IT designs by aligning specific combinations of gamification affordances and motivational goals to drive sustainable behavior through distinct behavioral pathways. Originality/value By integrating three theoretical lenses through a configurational method, this study offers a novel perspective on how gamification affordances configure motivational pathways. It moves beyond linear models to explain how diverse user motivations can be effectively activated in green IT applications.