Abstract
ABSTRACT The conflict between climate change and economic growth is one of the most significant dilemmas of our era. Under the prevalent discourse of sustainable development and green economy, many believe that market-based approaches can address environmental problems under the current capitalist economic regime. This article aims to analyse Ant Forest, a gamified green initiative launched by the biggest fintech company in China, to combat climate change through cultivating users’ green lifestyles. Based on semi-structured interviews with the game-users, the paper argues that there is an inconsistency between the environmental value of Ant Forest and the real impact it has on the participants’ consumption behaviour. As a capitalist green initiative based on consumption and market forces, Ant Forest reflects the basic logic of competition and expansion. In addition, it enhances the users’ reliance on its related business entities and further alienates the users from the rest of nature by creating a knowledge gap that impedes its users from fully knowing the environmental implications of their consumption behaviour.
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