Gamification and sustainable behaviour: A case study of China

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In order to address the environmental issues triggered by rapid economic development, China aims to achieve carbon neutrality by 2060. For this purpose, fintech companies such as Alipay have launched many sustainable mobile applications based on national conditions to promote sustainable behaviour by Chinese citizen. This chapter will explore certain sustainable issues and the need for sustainable mobile applications in China. Moreover, it will focus on the role of Alipay’s game module, Ant Forest, which has quickly amassed a large number of users, with practical contributions delivered to environmental protection by Chinese society by planting trees. The gameplay offered by Ant Forest allows users to transform their sustainable behaviour into real trees. Thus, the meaningful engagement and diverse rewards constitute a gamification element of Ant Forest and finally make it the most successful sustainable application in China. This development will also be explained in this chapter.
Original languageEnglish
Title of host publicationSustainability Communication across Asia : Fundamental Principles, Digital Strategies and Community Engagement
EditorsMohamad Saifudin Mohamad Saleh, Nur Atikah A Rahman, Shaidatul Akma Adi Kasuma
Number of pages14
PublisherTaylor and Francis Inc.
Publication date29.12.2022
Pages123-136
ISBN (Print)9781032314198
ISBN (Electronic)9781000818604, 9781003309642
DOIs
Publication statusPublished - 29.12.2022

DOI