[Research Contribution] Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City

Keywords: gamification, green marketing, customer engagement, perception of enjoyment.

Why can young people spend hours on a game, but easily scroll past environmental messages? Perhaps the issue lies not in awareness, but in the level of excitement of the experience. When "green living" is still dry, it is difficult to create a real connection with the brand. From that perspective, a group of researchers from the University of Economics Ho Chi Minh City (UEH) conducted the project "Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City," aiming to explore how gamification can transform the green journey into an enjoyable and exciting experience, thereby promoting more natural interaction with the brand.

It's not that young people lack concern for the environment, but rather that they lack an engaging enough experience to make them stay. So, is gamification the missing piece of green marketing?

*Gamification transforms marketing from something to watch into something to participate in

Instead of just receiving a one-way message, gamification allows users to directly participate in the brand experience. Elements such as rewards, challenges, or leaderboards make users feel like they are "playing" rather than "watching ads." This completely changes the role of consumers, from observers to active participants. As the level of engagement increases, the ability to connect with the brand is also naturally strengthened.

*It's not the green message that retains young people, but the feeling they get when experiencing it

Environmental messages can be true and necessary, but if they only remain at the intellectual level, it's very difficult to create real interaction. What keeps users engaged is the feeling they experience, such as joy, excitement, or satisfaction when completing a task. Gamification plays a role in activating these emotions, thereby making users want to return and continue interacting. In other words, positive emotions are the bridge between marketing and consumer behavior.

*Environmental awareness may be present, but if it's not interesting enough, users will still leave

The reality shows that many young people are aware of environmental protection, but that does not mean they will take action or remain loyal to green brands. The gap between awareness and behavior still exists when the experience is not engaging enough. If marketing activities are merely call-to-action or educational, users easily lose interest and leave. Therefore, to bridge this gap, the experiential factor needs to be placed on par with the messaging factor.

*When 'green' becomes interesting, and 'interesting' becomes meaningful, true interaction really happens

Gamification brings excitement, while green marketing adds meaning to that experience. When these two elements combine, users not only feel joy but also feel that they are contributing to something positive. It is this combination of "joy" and "meaning" that creates a deeper connection compared to ordinary experiences. This is also why gamification can become an important piece that helps green marketing truly reach young people.

Research Model

Gamification – a new opportunity for green marketing

From research results, it can be seen that incorporating the "game" element into marketing helps users no longer just skim thru information, but start engaging with the brand experience. When the experience is engaging enough, young people tend to stay longer, interact more, and gradually form a bond. This shows that businesses need to shift from "telling to listening" to "creating for experiencing."

In addition, what keeps users engaged is not the green message, but the feeling they get during the participation process. Simple, easy-to-understand activities that bring excitement will make users want to return multiple times. When there are positive emotions, interacting with the brand will happen more naturally, rather than feeling forced.

Additionally, when combined with the "green" factor, this experience not only remains entertaining but also becomes meaningful. Users not only feel happy but also feel they are doing something good, thereby increasing their attachment to the brand. This is the key difference compared to traditional marketing activities.

Finally, instead of implementing short-term campaigns, businesses should build continuous activities. When users are engaged for a long time and see their own progress, they are more likely to return frequently and develop a stronger, more sustainable connection with the brand.

The research paper has indirectly contributed to SDG 9, 12, and 13. View the full research paper “Investigating the impact of applying gamification in green marketing on customer engagement: A case in Ho Chi Minh City” HERE

The authors: Luu Thi Hong Nhung, Do Thi Thu Phuong, Hoang Thi Thanh Huyen, Nguyen Luong Nhat Ha - University of Economics Ho Chi Minh City.

This article is part of the Green Research Community series with the message “Research Contribution for UEH Living Lab Green Campus” UEH sincerely invites the community to follow the next Green Research Community newsletter.

More Information:

SDG 9 – Industry, Innovation, and Infrastructure aims to build resilient infrastructure, promote sustainable industrialization, and encourage innovation. This goal goes beyond advancing technology and production; it also includes narrowing infrastructure access gaps between regions, supporting small and medium-sized enterprises, and applying technology to enhance global competitiveness.

SDG 12 – Responsible Consumption and Production focuses on ensuring sustainable production and consumption patterns, thereby reducing pressure on natural resources, minimizing waste, and limiting environmental pollution. This goal emphasizes the importance of effective waste management, optimal use of resources, and promoting changes in consumer behavior at both individual and community levels, particularly through education and awareness.

SDG 13 – Climate Action calls for urgent measures to combat climate change and its adverse impacts by reducing greenhouse gas emissions, enhancing adaptive capacity, and raising public awareness. This goal goes beyond national-level policies and requires changes in individual and community behaviors in daily life, especially in areas directly linked to waste generation and management.

News, photos: UEH Green Campus Project, UEH Youth Union - Student Association, UEH Communications and Partnership Development Department

Voiceover: Thanh Kieu