Green gaming as a culturally sustainable practice: Preliminary Bayesian exploration of young Vietnamese consumers

Despite the booming of video game industry globally and in Vietnam, a critical research gap persists regarding the ecological footprint of digital leisure and drivers of green gaming. Research on green consumption has largely neglected video games and the growing importance of cultural industries in economic and sustainable development. This preliminary study attempts to develop an integrated framework that synthesizes the theory of planned behavior with the theory of cultural industries and consumer culture theory. Bayesian statistical methods were applied to a dataset of 2,373 Vietnamese students (aged 18–24). The paper examines existing models of Pro-environmental consumption in the new context of green gaming. The findings suggest that some previous findings may not hold in the new context of green digital experiential consumption, in which a constant tension between economic and cultural values is the key driver of intentions and behaviors. Future research should explore new directions in understanding green gaming intention and behavior.