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<p>Curbing global warming requires public participation. Ant Forest is an online green game where users’ low-carbon behaviors are converted into green energy, which can be exchanged for real saplings. The game has attracted 600&#xa0;million people so far, and this study explores whether such green games can influence users’ offline low-carbon behaviors. This study combines the Motivation-Opportunity-Ability MOA (Theory) and Stimulus-Organism-Reflection (SOR) Theory to construct a research framework in the context of Ant Forest. An empirical study was conducted using 294 Ant Forest user questionnaires, and a structural equation model was employed to examine how online green games promote low-carbon behaviors offline. It was found that user motivation, user trust, and self-efficacy have a significant positive effect on their green self-identity, and user green self-identity has a significant positive effect on their offline low-carbon behaviors. Additionally, this study highlights the unique information asymmetry between users and green game platforms, incorporating user trust as the “opportunity” dimension within the MOA framework, thereby expanding its application context. It also shows that green games are expected to be a novel tool to stimulate public participation in low-carbon behaviors and also provides insights for the creation of game platforms and the promotion of environmental organizations.</p>

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I’ve got a forest far away: can online green games promote low-carbon behavior offline?

  • 期刊论文

  • 发表日期：

    2025年3月4日

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  • Haichen Hu,
  • Qiaohua Lin,
  • Decong Tang,
  • Ruitong Zhao

摘要

Curbing global warming requires public participation. Ant Forest is an online green game where users’ low-carbon behaviors are converted into green energy, which can be exchanged for real saplings. The game has attracted 600 million people so far, and this study explores whether such green games can influence users’ offline low-carbon behaviors. This study combines the Motivation-Opportunity-Ability MOA (Theory) and Stimulus-Organism-Reflection (SOR) Theory to construct a research framework in the context of Ant Forest. An empirical study was conducted using 294 Ant Forest user questionnaires, and a structural equation model was employed to examine how online green games promote low-carbon behaviors offline. It was found that user motivation, user trust, and self-efficacy have a significant positive effect on their green self-identity, and user green self-identity has a significant positive effect on their offline low-carbon behaviors. Additionally, this study highlights the unique information asymmetry between users and green game platforms, incorporating user trust as the “opportunity” dimension within the MOA framework, thereby expanding its application context. It also shows that green games are expected to be a novel tool to stimulate public participation in low-carbon behaviors and also provides insights for the creation of game platforms and the promotion of environmental organizations.