Frontiers in Business, Economics and Management 
ISSN: 2766-824X | Vol. 18, No. 3, 2025 

 

11 

A Study of the Impact of Online Environmental 
Gamification Applications on the Citizenship Behavior 
of College Students in Environmental Organizations  

Xinyue Wu1, Weiyi Chen2, Runyi Zhu1, Binbin Wu1, Wenxin Huang3 

1 School of Business Administration, Anhui University of Finance & Economics, Bengbu Anhui 233030, China 
2 School of Languages and Media, Anhui University of Finance & Economics, Bengbu Anhui 233030, China 
3 School of Economics, Anhui University of Finance & Economics, Bengbu Anhui 233030, China 

 

Abstract: In the context of the "dual-carbon" goal, the environmental behavior of college students is crucial to the realization 
of the strategic goal of environmental protection. In this study, we focus on online environmental protection gamification 

applications, taking Ant Forest as an example, and explore the influence mechanism of Ant Forest on the citizenship behavior of 

university students' environmental protection organizations based on the learning model and cognitive-emotional system theory. 

Through literature review, the research questions are clarified, theoretical models are constructed and empirical studies are 

conducted, aiming to provide theoretical basis and policy suggestions for green education in colleges and universities and 

motivating college students' environmental protection behaviors. The study found that online environmental gamification 

applications can significantly promote college students' environmental organizational citizenship behaviors by enhancing the 

mediating variables of environmental responsibility, efficacy and enthusiasm. Based on this, a series of targeted policy 

recommendations are proposed for colleges and governments to promote college students' active participation in environmental 

protection actions. 

Keywords: Online environmental gamification application, College students, Environmental organization citizenship 
behavior, Cognitive-affective systems theory. 

 

1. Introduction 

As global environmental problems become more and more 

serious, the proposal of the goal of "striving to peak carbon 

dioxide emissions by 2030 and striving to achieve carbon 

neutrality by 2060" marks a new stage in the construction of 

China's ecological civilization. As the backbone of the new 

era and the main force of future social construction, college 

students' environmental awareness and behaviors are of great 

significance to the realization of the "dual-carbon" goal and 

the promotion of the construction of a green eco-society. 

However, studies have shown that most college students are 

not aware of environmental awareness and citizenship of 

environmental protection organizations, that is, although they 

have a high awareness of environmental protection, the 

proportion of actually practicing environmental protection is 

relatively low. The emergence of online environmental 

gamification applications provides a new opportunity to 

improve this situation. The environmental game application 

represented by Ant Forest has successfully mobilized a large 

number of university users to participate in the "green cash" 

activities from virtual to real through innovative game 

mechanisms. For example, Ant Forest users accumulate 

energy through daily green behaviors (such as walking, online 

payment, etc.), and when the energy reaches a certain value, 

they can plant a virtual tree in the virtual scene, and when the 

virtual tree grows up, Ant Forest will plant a real tree in reality, 

which effectively stimulates the environmental protection 

enthusiasm of users. Therefore, it is of great theoretical and 

practical significance to study in depth the influence 

mechanism of online environmental protection gamification 

application on the civic behavior of college students' 

environmental protection organizations. 

2. Background of the Study 

2.1. Significance of the Study 

2.1.1. Theoretical implications 
This study expands the field of research on the antecedents 

of college students' civic behavior in environmental 

organizations. Although existing studies have focused on the 

influence of factors such as school pro-environmental climate, 

behavioral attitudes, and perceived behavioral control on 

college students' environmental behaviors, less research has 

been conducted on the emerging factor of online 

environmental gamification applications. Based on the 

learning model (GLM) and cognitive-emotional theory, this 

study investigates the influence mechanism of environmental 

gamification on college students' civic behavior in 

environmental organizations, which enriches the theoretical 

system of college students' environmental behavior 

influencing factors, and provides new perspectives and 

theoretical basis for the subsequent related studies. 

2.1.2. Relevance  
It provides theoretical support for universities to formulate 

policies that motivate college students to engage in the civic 

behavior of environmental protection organizations. In the 

Internet era, the combination of digital technology and 

environmental education has become an inevitable trend. 

Understanding the influence mechanism of online 

environmental protection gamification application on college 

students' environmental protection behavior will help 

universities to formulate more targeted green education 

policies and guide college students to actively participate in 

environmental protection actions, thus promoting the 

development of environmental protection education in 



 

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colleges and universities, and helping to realize the goal of 

"dual-carbon" and the task of "anti-pollution attack". The task 

of "pollution prevention and attack" will be realized. 

2.2. Current Status of Domestic and 
International Research  

2.2.1. The current situation of the research on college 
students' environmental protection organization 

citizenship behavior 

College students' environmental protection organization 

citizenship behavior refers to the spontaneous behaviors that 

students implement on their own initiative that are beneficial 

to the environmental protection of the class, faculty and 

school without the requirement of clear rules and regulations 

of the school, such as double-sided printing and turning off 

the lights by hand, etc. (Zou Wei, 2010). However, college 

students have many problems in environmental protection 

behaviors. Yang Xinyu and Yang Guang (2020) pointed out 

that college students have insufficient intrinsic drive, 

insufficient understanding of the connection between low-

carbon life and society and the state, and lack of social 

responsibility awareness, which leads to a lack of subjective 

initiative in low-carbon life. Shen Zijiao and Liu Huan (2017) 

found that college students have a high degree of recognition 

of environmental protection behaviors, but the proportion of 

actual regular practice is very low. According to Geng Yan 

(2023), the subconscious "big ego" and the social praise effect 

make college students recognize that they have strong 

environmental awareness, but the "small ego" factors (e.g., 

laziness, trouble, etc.) prevent the environmental awareness 

from being transformed into practical actions, and there is a 

"discrepancy between knowledge and action". However, 

"ego" factors (e.g. laziness, trouble, etc.) prevented 

environmental awareness from being transformed into actual 

action, resulting in the phenomenon of "inconsistent 

knowledge and action. In addition, Zhang Yixiang's study 

shows that positive energy-saving attitude and perceived 

behavioral control have a promoting effect on employees' 

willingness to save energy, and that organizational energy-

saving atmosphere and subjective norms indirectly affect 

employees' willingness to save energy by influencing energy-

saving attitude, which provides a certain reference to the 

study of college students' environmental behavior. 

2.2.2. Current Research Status of Online Environmental 
Gamification Application 

The concept of gamification was proposed by Deterding in 

the early 21st century, and has been receiving more and more 

attention from scholars since 2010, and has played an active 

role in various fields. According to Deterding, the use of game 

elements in non-game environments is gamification, and its 

purpose is to use the motivational potential of games to 

promote user participation and trigger behavioral change 

through an enjoyable interactive experience. enjoyable 

interactive experiences that trigger behavioral change. 

Scholars Seaborn K and Sailer M point out that gamification 

creates a willingness to use game elements by creating game 

experiences in non-game tasks and scenarios, and makes them 

perceive activities in non-game environments as more game-

like. In the field of environmental protection, the application 

of gamification provides a new way to solve the problem of 

environmental education and behavioral guidance, especially 

for the situation of "inconsistent knowledge and action" in the 

environmental life of college students, the introduction of the 

concept of gamification helps to explore effective ways to 

enhance the civic behavioral intentions of college students' 

environmental organizations. 

3. Research Objectives and Main 
Content 

3.1. Research Objectives 

This study aims to achieve two main objectives. The first 

is to construct a theoretical model of the influence mechanism 

of online environmental gamification application on the civic 

behavior of college students' environmental protection 

organizations. Through in-depth investigation and research, 

we systematically summarize the influencing factors of online 

environmental gamification applications on college students, 

and use scientific theories and methods to build a model of 

influencing mechanism that can accurately reflect the 

interrelationships between these factors. Secondly, we 

propose a policy system to enhance the civic behavior of 

college students' environmental protection organizations with 

the background of the Internet. Based on the constructed 

theoretical model, combined with the actual situation of 

colleges and universities and the society, we provide a 

comprehensive, systematic and operable guidance system for 

green education in colleges and universities, so as to 

effectively motivate college students to actively participate in 

the civic behavior of environmental protection organizations. 

3.2. Main Content 

First, the research question is clarified. Through extensive 

reading of relevant literature at home and abroad and in-depth 

analysis of the current situation and problems of the civic 

behavior of college students' environmental organizations, the 

core research question of this project is "how to improve the 

civic behavior of college students' environmental 

organizations". Second, the theoretical foundation and 

literature review were conducted. This study takes the 

learning model (GLM) and cognitive-emotional theory as a 

solid theoretical foundation. A comprehensive and systematic 

summary of the literature on the civic behavior of 

environmental organizations and the literature related to 

environmental gamification is conducted to sort out the 

results and shortcomings of existing studies, so as to provide 

sufficient theoretical support for the construction of a research 

framework on the impact of environmental gamification on 

the civic behavior of college students' environmental 

organizations. Then, the mechanism model of the influence of 

environmental gamification on the civic behavior of college 

students' environmental organizations is constructed. Based 

on the in-depth study of domestic and international literature 

and the theoretical foundation on which it is based, the clarity 

of environmental goals and the timeliness of environmental 

feedback generated by the use of environmental gamification 

applications are set as the independent variables, and the 

sense of environmental responsibility, the sense of 

environmental efficacy, and the enthusiasm for environmental 

protection are taken as the intermediary variables, so as to put 

forward a series of reasonable research hypotheses. Through 

rigorous logical reasoning and empirical analysis, the effect 

of these variables on the civic behavior of college students' 

environmental protection organizations is explored, and a 

scientific and reasonable research model is constructed. Next, 

the empirical research on the influence mechanism of 

environmental gamification application on the civic behavior 

of college students' environmental protection organizations is 



 

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carried out. Referring to the mature research methods of 

scholars at home and abroad, the questionnaire was carefully 

adapted and designed for the specific context of this project, 

and a pre-survey was conducted. The questionnaire was 

optimized and improved according to the results of the pre-

survey, and after the formal questionnaire was formed, the 

questionnaire was widely distributed and carefully collected 

and sorted out to obtain rich basic data for empirical research. 

On this basis, the preliminary analysis of the sample 

characteristics of the data was conducted, while the strict 

reliability and validity analysis of the scale was carried out to 

ensure the reliability and validity of the questionnaire data 

and to meet the requirements of further in-depth data analysis. 

Finally, policy suggestions for stimulating the civic behavior 

of college students' environmental protection organizations 

are proposed. The results of the empirical study are 

comprehensively and thoroughly analyzed and summarized, 

and the main research conclusions are extracted. Based on 

these conclusions, specific, effective and targeted measures 

and suggestions to enhance the civic behavior of university 

students' environmental protection organizations are 

proposed from the governmental and university levels, 

respectively, in order to provide practical guidance for 

promoting university students' active participation in 

environmental protection actions. 

4. Innovative Points and Project 
Features 

4.1. Innovation in Research Perspective 

This project breaks through the limitations of traditional 

research on the civic behavior of environmental protection 

organizations, focuses on the current situation of the civic 

behavior of university students' environmental protection 

organizations, and conducts an in-depth study from the 

unique perspective of environmental protection gamification 

applications. While previous studies have focused on the 

influence of traditional factors on the environmental behavior 

of college students, this project is the first to systematically 

measure the application of environmental protection 

gamification and explore its influence mechanism in depth, 

which provides a brand-new theoretical basis for universities 

to formulate policies to motivate college students to engage 

in the civic behavior of environmental protection 

organizations, and opens up a new way of thinking for the 

promotion of environmental protection education of colleges 

and universities and environmental protection education of 

the whole population. 

4.2. Innovative Research Methods 

This project adopts innovative research methods. By 

measuring the impact of the environmental gamification 

application "Ant Forest" on the clarity of college students' 

environmental goals and other key variables, we collected 

data extensively with the help of scientific questionnaire 

surveys, and conducted in-depth mining and analysis of the 

data with professional statistical analysis methods, so as to 

verify the research hypotheses. This method of combining 

specific cases with empirical research makes the research 

results more convincing and provides strong support for 

revealing the relationship between online environmental 

gamification applications and the civic behavior of college 

students' environmental organizations. 

 

5. Technical Line 

The basic idea of the research of this project is clear and 

explicit. Firstly, the project background is introduced in detail, 

the significance of the research is elaborated in depth, and the 

research object is determined precisely. By comprehensively 

and systematically analyzing and summarizing the relevant 

literature at home and abroad, we extensively collect 

variables related to the research problem and use scientific 

screening methods to preliminarily screen the variables to 

ensure the relevance and validity of the research variables. On 

this basis, a theoretical model of the influence mechanism of 

online environmental gamification application on the civic 

behavior of college students' environmental organizations is 

constructed. Then, a scientific and reasonable questionnaire 

was designed based on the constructed model, and distributed 

and collected on a large scale. The recovered questionnaire 

data were rigorously researched and empirically analyzed, 

and professional statistical software was used to process the 

data in depth. In the process of analysis, the results of the 

study were subjected to a strict reliability and validity test to 

ensure the reliability and validity of the research results. 

According to the results of the reliability test, necessary 

modifications and improvements are made to the model, so 

that the model can more accurately reflect the relationship 

between the variables. Finally, the whole research process and 

results are comprehensively summarized, and relevant 

opinions and suggestions with pertinence and operability are 

put forward based on the conclusions of the study, which 

provide useful references for green education in colleges and 

universities and the government's formulation of 

environmental protection policies. The specific technical 

roadmap is as follows: e.g., the study begins with the 

formulation of the problem, including the realistic dilemma 

(low intention of civic behavior of college students' 

environmental protection organizations) and the research 

question (how to enhance the civic behavior of college 

students' environmental protection organizations), and the 

determination of the research perspective (online 

environmental protection gamification application). Then it 

enters the conceptual and measurement phase, with a 

literature analysis of the concepts and measurements of 

environmental gamification applications and college students' 

civic behavior in environmental organizations. This is 

followed by the analysis of the problem session, which 

examines the empirical analysis of the impact of 

environmental gamification applications on the civic 

behavior of college students' environmental organizations 

through questionnaires and statistical analysis, exploring the 

mediating mechanisms (e.g., environmental gamification 

applications - environmental responsibility - civic behavior of 

environmental organizations, etc.) and the main effect test. 

Finally, it is the strategy construction stage, through in-depth 

interviews and other methods, to propose strategies on how to 

effectively enhance the civic behavior of college students' 

environmental protection organizations and solve the research 

problem. 

6. Empirical Studies 

6.1. Questionnaire Design and Distribution 

The questionnaire of this study was designed with 

reference to the mature scales of related studies at home and 

abroad, and was appropriately adapted to the research purpose 



 

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of this project and the characteristics of the research subjects. 

The questionnaire content mainly includes the following parts: 

first, the basic information of the respondents, such as gender, 

grade, school, etc.; second, the survey on the use of 

environmental gamification applications, including whether 

or not they have used apps such as Ant Forest, the frequency 

of use, the length of use, etc.; third, the measurements of the 

clarity of environmental protection goals and the timeliness 

of environmental protection feedback; fourth, the 

measurements of the mediating variables of the sense of 

environmental protection responsibility, environmental 

protection efficacy, and environmental protection enthusiasm; 

and fifth, the measurements of the mediating variables of 

environmental protection responsibility, environmental 

protection effectiveness and environmental protection 

passion of the college students. variables; fifth, the 

measurement of the civic behavior of college students' 

environmental protection organizations, covering a variety of 

aspects such as double-sided printing and participation in 

environmental protection volunteer activities. After the 

questionnaire design was completed, a small-scale pre-survey 

was first conducted, and some university students were 

invited to fill in the questionnaire, and the content, 

presentation and logic of the questionnaire were checked and 

optimized to form the official questionnaire. The formal 

questionnaire was distributed to students from different 

regions and universities through a combination of online 

questionnaire platform and offline field distribution. A total of 

500 questionnaires were distributed and 450 valid 

questionnaires were recovered, with an effective recovery rate 

of 90%. 

6.2. Data Analysis Methods 

This study used SPSS 22.0 and AMOS 24.0 statistical 

software to analyze the questionnaire data. First, descriptive 

statistical analysis was conducted to analyze the basic 

characteristics of the sample and to understand the 

distribution of respondents. Then, reliability and validity 

analyses were conducted to test the reliability and validity of 

the questionnaire. Cronbach's α coefficient was used to test 

the internal consistency reliability of the scale, and it is 

generally believed that a Cronbach's α coefficient greater than 

0.7 indicates that the scale has good reliability. Exploratory 

factor analysis (EFA) and validation factor analysis (CFA) 

were used to test the structural validity of the scales to ensure 

that the measures accurately reflected the corresponding 

variables. In validating the research hypotheses, structural 

equation modeling (SEM) was used for the analysis. 

Structural equation modeling can consider the effects of 

multiple independent variables on multiple dependent 

variables at the same time and can deal with complex 

relationships between variables, which is suitable for 

exploring the mechanism of the online environmental 

gamification application's influence on the civic behaviors of 

college students' environmental organizations through 

mediating variables in this study. 

6.3. Empirical Results and Analysis 

6.3.1. Sample Characterization  
The sample characteristics of the 450 valid questionnaires 

were analyzed, and the results showed that: in terms of gender, 

male students accounted for 48% and female students 

accounted for 52%; in terms of grade distribution, freshmen 

accounted for 20%, sophomores accounted for 30%, juniors 

accounted for 35%, and juniors and above accounted for 15%; 

and in terms of the type of school they were attending, 

students from comprehensive universities accounted for 40%, 

students from polytechnics and engineering universities 

accounted for 30%, students from liberal arts universities 

accounted for 20%, and students from other types of 

universities accounted for 10%. The distribution of the 

sample is reasonable and representative. 

6.3.2. Reliability analysis  
The results of the reliability analysis showed that the 

Cronbach's α coefficient of each scale was greater than 0.7, of 

which the Cronbach's α coefficient of the Environmental Goal 

Clarity Scale was 0.82, the Cronbach's α coefficient of the 

Environmental Feedback Timeliness Scale was 0.85, the 

Cronbach's α coefficient of the Environmental Responsibility 

Scale was 0.88, the Cronbach's α coefficient of the 

Environmental Efficacy Scale Cronbach's α coefficient is 0.86, 

the Cronbach's α coefficient of Environmental Protection 

Enthusiasm Scale is 0.84, and the Cronbach's α coefficient of 

College Students' Environmental Protection Organizations 

Citizenship Behavior Scale is 0.90, which indicates that the 

questionnaire has good internal consistency reliability. For 

validity analysis, the results of exploratory factor analysis 

showed that the measures had high loadings on the 

corresponding factors, and the factor structure was consistent 

with theoretical expectations. The results of validation factor 

analysis showed that the fit indicators of each model reached 

a good level, such as the χ²/df value between 1 - 3, the 

indicators of GFI, AGFI, NFI and CFI were greater than 0.9, 

and the RMSEA was less than 0.08, which indicated that the 

scales had good structural validity. 

6.3.3. Results of Hypothesis Testing  
The research hypotheses were tested using structural 

equation modeling, and the results showed that the clarity of 

environmental goals and the timeliness of environmental 

feedback generated by the use of environmental gamification 

applications had a significant positive impact on the civic 

behavior of college students' environmental organizations, 

with standardized path coefficients of 0.35 and 0.32 (p < 0.01), 

respectively, which verified Hypotheses H1 and H2. Clarity 

of environmental goals and timeliness of environmental 

feedback have an indirect effect on the civic behavior of 

college students' environmental organizations by influencing 

their sense of environmental responsibility, sense of 

environmental effectiveness, and enthusiasm for 

environmental protection, with a significant mediating effect, 

which verifies hypotheses H3 - H8. Specifically, the 

standardized path coefficients of environmental goal clarity 

on the sense of environmental responsibility, the sense of 

environmental effectiveness, and the enthusiasm for 

environmental protection are 0.40, respectively. 

7. Summary 

This study focuses on the influence of online 

environmental gamification applications on the civic 

behavior of college students' environmental organizations, 

which is of great theoretical and practical significance in the 

context of the "double carbon" goal. By systematically sorting 

out the current research status of the civic behavior of college 

students' environmental protection organizations and online 

environmental gamification applications, the research 

questions are clarified, the theoretical model of the influence 

mechanism is constructed, and the empirical research is 



 

15 

carried out. 

In terms of theoretical significance, it breaks through the 

limitations of traditional research on the antecedents of 

college students' civic behaviors in environmental protection 

organizations, incorporates the emerging online 

environmental protection gamification application into the 

scope of the research, and based on the learning model and 

cognitive-emotional system theory, in-depth investigation of 

its influence mechanism enriches the relevant theoretical 

system, and provides new perspectives for the subsequent 

research. In terms of practical significance, the research 

results provide a theoretical basis for universities to formulate 

green education policies, which will help promote universities 

to guide college students to actively participate in 

environmental protection actions, and contribute to the 

realization of the "dual-carbon" goal and the "anti-pollution 

attack" task. 

In the course of the study, the questionnaire was designed 

with reference to mature scales and adapted to the actual 

situation, and was widely distributed through a combination 

of online and offline methods, and 450 valid questionnaires 

were collected. Analyzed using SPSS 22.0 and AMOS 24.0 

software, the sample characteristics showed a representative 

sample covering students of different genders, grades and 

school types. Reliability and validity analyses showed that the 

questionnaires were reliable and valid, and the results of 

structural equation modeling showed that the clarity of 

environmental goals and the timeliness of environmental 

feedback generated by the application of environmental 

gamification had a significant positive effect on the civic 

behaviors of university students' environmental protection 

organizations, and that they played a role through the 

mediator variables of the sense of environmental 

responsibility, the sense of environmental efficacy, and the 

enthusiasm for environmental protection. 

8. Research Outlook 

Despite the results of this study, there are still some 

directions that can be improved and expanded. In terms of the 

research sample, although every effort was made to cover 

students from different regions and school types, there is still 

room for expanding the sample scope. In the future, the study 

can further increase the diversity of the sample to cover 

students from more regions and different levels of colleges 

and universities, and even include students from foreign 

colleges and universities, so as to compare the differences in 

the impact of online environmental gamification applications 

on the civic behavior of college students' environmental 

protection organizations in different cultures, and to make the 

results of the study more generalizable. 

In terms of research methods, this study mainly adopts the 

questionnaire survey method and statistical analysis method. 

Subsequent studies can introduce a variety of research 

methods for comprehensive analysis, such as the 

experimental method, by setting up experimental and control 

groups to control the variables more precisely, and to deeply 

explore the causal relationship between online environmental 

gamification applications and the behavior of college 

students' environmental organization citizenship; the 

interview method and the observation method are used to 

obtain rich qualitative information, and to deeply understand 

from multiple angles the experience of college students in the 

process of participating in the environmental gamification 

applications, their thoughts and behavioral changes, to make 

up for the shortcomings of quantitative research. 

In terms of research content, this study only explored the 

influence of some factors such as clarity of environmental 

goals and timeliness of environmental feedback on the civic 

behavior of college students' environmental organizations. In 

the future, we can further expand the scope of the study to 

include more influencing factors, such as the social 

interactivity of the gamification application, the diversity of 

game reward mechanisms, etc., so as to comprehensively and 

deeply analyze the complex mechanisms of online 

environmental gamification applications influencing the 

environmental behavior of college students. At the same time, 

the differences in the impact of different types of 

environmental gamification applications (e.g., strategy, 

simulation, etc.) on the environmental behavior of college 

students can be studied to provide more detailed theoretical 

guidance for the development of more targeted and effective 

environmental gamification applications. 

Acknowledgements 

This work is supported by Innovation and Entrepreneurship 

Training Project for College Students of Anhui University of 

Finance and Economics in 2023, Project number: 

202310378155 

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