“Individual Struggle” Versus “Collective Battle”: Examining the Effects of Gamified Competition Types on Proenvironmental Behavioral Intentions

Competition design in gamification platforms is a key factor driving users' sustained engagement. However, how to effectively apply different competition types within carbon inclusion platforms to promote proenvironmental behaviors remains underexplored. This study conducts three experiments to examine the effects of competition types in green gamification on users' willingness to engage in proenvironmental behaviors. Specifically, Study 1 reveals that intergroup competition significantly enhances users' proenvironmental behavioral intentions compared to interindividual competition. Study 2 demonstrates that self‐efficacy mediates the relationship between competition type and proenvironmental behavioral intention. Study 3 further finds that reputational reward mechanisms positively moderate the effect of competition type on self‐efficacy. Based on these findings, this research proposes effective strategies for enhancing proenvironmental behavioral intentions from a gamification perspective. It also provides theoretical foundations for the scientific design of competition‐based incentive mechanisms in green gamification and offers practical pathways for promoting public transitions toward low‐carbon lifestyles.