| Abstract [eng] |
The literature review provides an insight into the concepts of socially responsible consumption, consumers' socially responsible consumption decision-making processes, and the factors that influence socially responsible consumption choices. Additionally, it reviews the concept of gamification factors, the relationship between socially responsible consumption and gamification factors, and the impact of consumers' perceived enjoyment and frustration on socially responsible consumption. An adapted theoretical model that outlines the influence of gamification elements on the intention to consume in a socially responsible manner is developed, based on Taifel and Turner's (2004) Social Identity Theory, Ryan and Deci's (2000) Self-Determination Theory, and Mehrabian and Russel's (1974) SOR model. A study is conducted to determine how perceived enjoyment and frustration, based on gamification elements, affect consumers' intention to consume in a socially responsible way. The study employs a factorial experimental design, three questionnaires, and three scenarios with a total of 415 respondents. The Statistical Package for Social Sciences (SPSS) qualitative data analysis software is used for data analysis. The study findings indicate that gamification elements like points and reward/rating have a significant effect on consumers' perceived enjoyment and have a positive impact on their intention to consume in a socially responsible way, more so than when no gamification elements are used. However, surprisingly, consumer frustration is higher in the case of a points-based or reward/rating system than in the case of no gamification elements, contrary to what was expected. |
