Gamification and sustainable behaviour: A case study of China
Research output: Contributions to collected editions/works › Chapter › peer-review
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Sustainability Communication across Asia: Fundamental Principles, Digital Strategies and Community Engagement. ed. / Mohamad Saifudin Mohamad Saleh; Nur Atikah A Rahman; Shaidatul Akma Adi Kasuma. Taylor and Francis Inc., 2022. p. 123-136.
Research output: Contributions to collected editions/works › Chapter › peer-review
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RIS
TY - CHAP
T1 - Gamification and sustainable behaviour
T2 - A case study of China
AU - Miao, Huang
AU - Saleh, Mohamad Saifudin Mohamad
AU - Zolkepli, Izzal Asnira
PY - 2022/12/29
Y1 - 2022/12/29
N2 - 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.
AB - 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.
KW - Sustainability Governance
UR - http://www.scopus.com/inward/record.url?scp=85143047919&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/7330379b-6286-323a-857a-ab25d1a74892/
U2 - 10.4324/9781003309642-9
DO - 10.4324/9781003309642-9
M3 - Chapter
AN - SCOPUS:85143047919
SN - 9781032314198
SP - 123
EP - 136
BT - Sustainability Communication across Asia
A2 - Saleh, Mohamad Saifudin Mohamad
A2 - Rahman, Nur Atikah A
A2 - Kasuma, Shaidatul Akma Adi
PB - Taylor and Francis Inc.
ER -