Entertainment and Education—The Impact of Online Environmental Protection Game Participation on Offline Pro-Environmental Behavior
Ecological governance requires not only the joint efforts of the government and enterprises,but also the internal recognition and active participation of the public.It has attracted the attention of researchers that the emergence of online envi-ronmental gamification applications represented by"Ant Forest"which has made positive practical exploration to improve the public's environmental literacy and to strengthen the consciousness of integration of knowledge and action.How to guide game users to change from online environmental protection game behavior to offline pro-environmental behavior has become an impor-tant issue that needs to be further explored.Based on the theories of norm-activation and self-regulation,we construct a struc-ture model to demonstrate the transformation mechanism from users'online game participation to offline pro-environmental be-havior and the moderating effect of hedonic experience.The research findings show that online environmental-protection games facilitate the transition from online to offline pro-environmental behaviors by initially enhancing users'knowledge of environment(environmental threat perception),which subsequently activates their sense of moral responsibility(personal norms).However,hedonic experience weakens the positive effect of game participation on users'environmental threat percep-tion and on the pro-environmental behavior.The research reveals and veriffies the potential negative effects of gamification on pro-environmental behavior,which provides a new theoretical research perspective for understanding and improving digital green behavior intervention,and offers useful practical enlightenment for enterprises to improve gamification platforms.
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