Title: THE IMPACT OF GAMIFICATION FEATURES IN DIGITAL PAYMENT APPLICATIONS AND ONLINE SHOPPING ON GREEN CONSUMER BEHAVIOR

Authors: Dinh The Hung, Le ThiMinh Thu and Tran Ngoc Linh Anh

Abstract: This study analyzes the impact of Gamification Features integrated into digital payment applications and online shopping platforms on Green Consumer Behavior among consumers in Vietnam. The theoretical framework combines the Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), and Uses and Gratification Theory (UGT) to examine the relationships between gamification components – including Reward Affordance (REW), Visual Feedback (VFB), and Social Interaction (SOC) – and Online Shopping Experience (OSE) through two mediating variables: User Green Engagement (UGE) and Perceived Authenticity (PA). Empirical data collected from 103 valid survey responses, predominantly from Generation Z, were analyzed using Stata through Cronbach’s alpha, Exploratory Factor Analysis (EFA), correlation analysis, and multiple linear regression. The results indicate that Social Interaction (SOC) and Online Shopping Experience (OSE) play decisive roles in increasing User Green Engagement (UGE) and Perceived Authenticity (PA). At the same time, Visual Feedback (VFB) has a direct, positive, and statistically significant effect on green consumer behavior ( ). Based on these findings, the study proposes managerial recommendations for platform developers, green product businesses, and government authorities to promote the transition toward sustainable consumption.

Keywords: Gamification, digital payments, online shopping, green consumer behavior, green engagement, perceived authenticity, Stata.

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