How Gamified Interactions Drive Users’ Green Value Co-Creation Behaviors: An Empirical Study from China

To achieve the “double carbon” goal, green value co-creation has been paid more and more attention. However, the role of users in green value co-creation, which is a vital aspect, could be overlooked. Understanding the internal mechanism between gamified interactions and users’ green value co-creation behaviors is crucial to motivating users’ green value co-creation behaviors. This study collected data from 410 Ant Forest users by adopting a questionnaire survey. Subsequently, this study investigated the influence mechanism of gamified interactions on users’ green value co-creation behaviors. The findings demonstrate that interactivity, cooperation, and competition are gamified interactions that positively affect users’ green value co-creation behaviors. Emotional energy acts as a mediator between gamified interactions and users’ green value co-creation behaviors. No relational distance was found to moderate the effect of gamified interactions on emotional energy. This study contributes to the current understanding of the relationship between gamified interactions and users’ green value co-creation behaviors within the “double carbon” context. Furthermore, it offers theoretical guidance for Internet enterprises to enhance users’ green value co-creation behaviors through gamified interactions.