This paper explores the potential of gamification for sustainability marketing efforts, examining users’ experiences with a gamified app designed to encourage the sustainable energy behavior of turning off electricity switches. Using data collected from 387 participants who partook in a week-long field study using a gamified app, we analyze the interrelationships between flow, customer engagement, value-in behavior, and intentions to perform sustainable behavior and continue use of a gamified app. We show how consumers’ gameful experiences via flow enhance engagement with a gamified app, and how this results in enhancing the perceptions of value in performing a sustainable energy behavior. Further, we evidence how the value-in-behavior created by a gamified app not only influence behavioral intentions to perform a sustainable energy behavior, but also intentions to continue using the gamified app. These results provide important theoretical and practical insights as to the potential for gamification to be used for sustainability marketing and how gameful experiences (flow and customer engagement) can transfer to positive perceptions of sustainable behavior (value-in-behavior).

本文探讨了游戏化在可持续性营销方面的潜力，通过游戏化应用程序研究用户的体验，该应用程序旨在鼓励关闭电源开关的可持续能源行为。使用从387个参与者中收集的数据，这些参与者使用游戏化应用程序进行了为期一周的实地研究，我们分析了流量，客户参与度，价值行为和执行可持续行为的意图之间的相互关系，并继续使用游戏化应用程序。我们将展示消费者如何通过流程获得的游戏体验如何增强与游戏应用程序的互动，以及如何在执行可持续能源行为时增强对价值的感知。此外，我们证明了游戏化应用程序所创造的行为价值不仅会影响行为意图以执行可持续的能源行为，而且还打算继续使用游戏化应用。这些结果提供了重要的理论和实践见解，涉及游戏化在可持续性营销中的潜力以及游戏体验（流量和客户参与度）如何转变为对可持续行为的积极看法（行为价值）。