A consumer response to sustainability gamification: a parallel mediation model in e-banking services

Purpose There remains a lack of research on gamification for sustainability from the perspectives of the company and the customer relationship. Thus, this research attempts to examine interactions among point-based gamification elements, brand stereotypes, other-centered perceived corporate social responsibility and feeling of admiration within the context of e-banking services, drawing upon self-determination theory. Design/methodology/approach Data were gathered from 319 customers who accumulated points through a mobile banking app for their sustainable choices, using a structured, self-administered questionnaire and analyzed using partial least squares-structural equation modeling. Findings The results indicate that point-based gamification elements positively influence the feeling of admiration of bank customers, and both other-centered perceived corporate social responsibility motives and brand stereotype have a complementary parallel mediating role in this relationship. Originality/value Extending self-determination theory by showing how gamification of a banking company's sustainability practices affects bank consumers' feelings toward the company, these results theoretically contribute to the relevant literature. In addition, these findings are expected to benefit customers and professionals in the banking industry who intend to enhance sustainable consumption practices.