Engaging sustainability: leveraging gamification and message framing in mobile applications for sustainable behavior change

Purpose Using prospect and reinforcement theory, the study proposes a conceptual model to explore the role of gamification on green behavioral intentions, thereby discussing the role of perceived value through three experimental studies. Design/methodology/approach The research uses a quantitative approach and designs a gamified app prototype to interlink gamified tasks with sustainability initiatives. Findings Study 1 confirmed the role of gamification used in mobile applications in enhancing green behavior intentions. Study 2 revealed that utilitarian rewards enhanced attendees’ green behavioral intentions, thereby establishing the mediating role of perceived green value. Study 3 confirmed the two-way interaction between reward types and message framing. Research limitations/implications This research leverages reinforcement and prospect theories to examine gamification’s role in promoting sustainability within the events industry. Practical implications The findings aim to provide actionable strategies for industry professionals to advance sustainability through innovative, gamified approaches. Originality/value The integration of theories and the findings shed valuable light on a critical aspect of event marketing, thus enhancing the existing literature in the field of gamification.