Levelling Up Green Choices: Examining the role of Gamified Rewards and Customer Engagement in Anthropomorphized Brands

Abstract

This research examines how anthropomorphic chatbots and reward-based gamification shape consumer behavior toward sustainable products. Across four experimental studies in apparel, electronics, and personal care retail contexts, we find that anthropomorphic (vs. non-anthropomorphic) chatbots enhance brand engagement, which in turn increases willingness to pay for sustainable products. Moreover, combining anthropomorphic chatbots with gamified rewards further amplifies this effect. Our findings advance theoretical understanding of anthropomorphic chatbots and gamified rewards through the SEEK Model, social presence theory, and self-determination theory, and offer practical guidance for brands seeking to use technology-driven strategies to promote sustainable consumption.