Consumer Consumption Patterns Research Articles

Exploring the Trends and Reasons for Chinese Mainland Consumers' Extra Consumption of Western Festivals Take Christmas in Shanghai as an Example

This study focuses on the consumption patterns of Chinese mainland consumers during Western festivals, using the Christmas shopping habits of Shanghai residents as a case study. The aim is to explore the impact of Western festivals on consumer spending trends and habits and identify the factors driving these changes. Drawing on a comprehensive review of relevant literature and employing a questionnaire analysis method, the findings reveal that some Shanghai consumers significantly increase their spending in comparison to everyday life during Western holidays, exemplified by Christmas. However, a considerable number of consumers choose to allocate minimal or no funds for expenditures during the holiday season, with no significant difference between the two groups. Consumers are more willing to allocate their funds towards cultural products, including holiday-related items. In the context of cultural exchange, the influence of new cultural elements and commercial marketing strategies play a crucial role in shaping the consumption trends associated with Christmas.

Exploring tea and herbal infusions consumption patterns and behaviours: The case of Portuguese consumers

Consumption of tea and herbal infusions (THIs) have a long history in traditional medicine and cultural practices. The health-promoting benefits attributed to THIs are considered influential factors in consumer choices. However, there is limited data on consumer choices and attitudes that might interfere with the positive effects associated with THIs consumption.The aim of this study was to investigate the consumption pattern and behavior of THIs consumers in Portugal, assessing the influence of socio-demographic factors on the selection of THIs products and consumer practices related to these beverages.An online survey was conducted, and from the collected data, 720 responses met the aim of the study and were further analyzed. Most of the respondents were female, 74.4%, belonging to the 40–60 age group (40.6%) and were medium consumers of THIs (47.2%). Green tea was the most consumed type among participants, and its consumption was associated not only with age but also with the pattern of THIs consumption. Despite that, participants preferred herbal infusions, with citronella, chamomile, and lemon verbena being the most consumed types. For certain types of herbal infusions, consumption was associated with age, while other types were preferred by moderate or heavy consumers. Most participants purchased THIs in supermarkets, registered trademark and brand stores, in the form of THIs bag. Light consumers use only bag, while medium/heavy consumers indicated the use of other forms. Almost half of the respondents admitted to not reading the information on product labels before consumption and using THIs after the expiry date, while only one-third of them declared paying attention to the label instructions.This study revealed the impact of socio-demographic factors as age on the consumption patterns and preferences of THIs of consumers. Of concern is the neglect of label usage among Portuguese consumers. This emphasizes the urgency of implementing interventions to guide proper label use and promote good consumption practices to ensure the quality of THIs products.

Flexible demand-side management program in accordance with the consumers’ requested constraints

Increasing electrical energy consumption during peak hours leads to increased electrical energy losses and the spread of environmental pollution. For this reason, demand-side management programs have been introduced to reduce consumption during peak hours. The most important challenge of these programs is the low participation of consumers due to their special constraints. Hence, presenting a flexible demand-side management program that optimizes the consumption pattern of consumers in accordance with their requested constraints will have a significant impact on further participation of consumers in reducing the peak consumption. In this paper, a flexible demand-side management program is presented that provides the optimal consumption patterns, by using the stair-step pricing mechanism and considering the consumers requested constraints. The proposed method is carried out for a combination of consumers with various requested constraints such as the lowest and highest possible consumption per hour and the stability of the total consumption of each consumer in a certain period of time. The simulation outcome showed that the proposed algorithm is able to encourage consumers to participate more in energy management program by meeting their various requested constraints. Peak load total consumption experienced a decline of 25.09% from 36649.4 to 27454.3 kW-hours. As a result, the daily energy cost had been reduced by 10.27 % from 13854.466 to 12,431 dollars. This cost reduction was derived from reducing the need for additional energy generation during peak hours due to transferring consumptions to the lower-priced hours.

새로운 디지털 앨범의 형태로서의 플랫폼 앨범 분석

This study examined how the meaning of physical albums has changed through the process of changes in the music distribution structure of the music market due to technological advances and changes in consumer consumption patterns. Based on this, the characteristics of platform albums that have emerged along with changes in the music market trends were analyzed. To this end, the study analyzed the changes in the music market and defined platform albums through consideration from the perspectives of music distributors and consumers. The study also analyzed cases of platform albums that are currently being provided according to the technical implementation methods. In this study, platform albums were defined as a new form of digital albums that emerged when the changes in the music distribution environment, which has shifted to online streaming, and the changing strategies of music distributors coincided with the demand of consumers for the ownership of physical albums. The study also analyzed platform albums based on the implemented technologies of actual cases.

Determinan Pola Konsumsi Dharuriyyah, Hajiyyah dan Tahsiniyyah (Studi Kasus Pengguna Marketplace di Kota Malang)

The advancement of technology in the era of digitalization offers convenience to consumers for quick and easy shopping through digital platforms such as marketplaces. Marketplaces provide various products and services, ranging from basic needs to luxury items. This convenience creates new opportunities and challenges in understanding consumer behavior, especially in terms of how a consumer's consumption patterns correspond with Islamic values in the context of meeting their needs. This research aims to analyze the determinants or factors influencing the consumption patterns of a Muslim consumer in meeting various levels of needs, such as financial literacy, hedonic motivation, technological proficiency, and price discounts. A case study was conducted on marketplace users in Malang City using a quantitative method and multiple linear regression analysis. The research results indicate that a consumer's financial literacy and technological proficiency, as well as the presence of price discounts, have an effect on their consumption patterns at the dharuriyyah, hajiyyah, and tahsiniyyah levels of need. However, hedonic motivation does not affect consumption patterns at all levels of needs. By understanding the effect of these factors on consumption patterns, this research offers valuable insights into how consumers perceive and prioritize their various needs in the ever-evolving digital environment.

Categorization of Indian residential consumers electrical energy consumption pattern using clustering and classification techniques

Data Mining techniques are widely applied in power sector to analyze the electricity consumption pattern(ECP) of consumers for implementing effective demand response management. In this study, the ECP of LV consumers of Karur city is used for evaluation. The dataset consists of five years ECP. In this study, K-means clustering algorithm is used to categorize the data into binary and three classes. The results of the K-means clustering technique is used for developing eight classifier models. The hyperparameters of the classifier models are tuned using grid search optimization technique. The classification process applies hold-out partitioning and stratified 10-fold cross-validation(CV) techniques to evaluate the classifier’s efficiency in predicting a consumer’s ECP. The experimental result shows that the K-means clustering has minimal overlapping of 0.48% and 1.98% for binary and three-class clustering processes. Hence, the K-means algorithm results are used to build this study’s classification model. In the classification process, the experimental results of LR and SVM algorithms have better accuracy in binary and three class categories respectively, for the hold-out partitioning method. Meanwhile, the SVM also has better generalization ability and is validated using stratified 10-fold CV, achieving an accuracy of 99.09% and 98.19% for binary and three classes respectively, in the classification of consumer data.

Consumption patterns of organic vegetable consumers in Ghana

The study examined organic vegetable attributes, consumer decisions and consumption patterns of consumers in Ghana. A sample of 399 consumers was selected using a simple random sampling technique and data was collected through structured questionnaires. The study analyzed the important attributes of organic vegetables using Kendall's coefficient of concordance. The factors influencing consumers' decision to consume organic vegetables and the proportion of their total expenditure allocated to organic vegetables was analyzed using Cragg's double hurdle model. Finally, ordered logit regression was employed to analyse the factors influencing the consumption patterns of organic vegetables consumers. The results revealed that consumers prioritize health concerns and sensory attributes when purchasing organic vegetables as these were identified as the most important attributes. Also, socioeconomic factors, viz. age group, educational level and income level, as well as institutional factors, viz. market type, availability of organic vegetables and accreditation, significantly influenced the decision and expenditure on organic vegetables. In addition, consumers exhibited irregular consumption patterns, and a significant proportion of consumers acquired information about organic vegetables through family and friends. Furthermore, the ordered logit regression analysis revealed several factors that significantly influenced the consumption patterns of organic vegetables. These include age category, educational level, household head, household size, income level, type of market, time to market, and accreditation. The study recommends that government and other stakeholders should consider consumers' consumption patterns, attributes of organic vegetables they consider prior to purchasing as well as factors influencing their decision-making when developing marketing strategies and policies for organic vegetable farmers. This approach can help meet consumer demands and help improve the development and promotion of organic vegetables in the market.

Towards a blockchain and machine learning-based framework for decentralised energy management

In most domestic buildings, gas and electricity are supplied by energy and utility companies through centralised energy systems. This often results in a high burden on central management systems and has adverse effects on energy prices. Blockchain-based peer-to-peer energy trading platforms can deliver strategic operation of decentralised multi-energy network among multiple domestic buildings to reduce global greenhouse gas emissions and address global climate change issues. However, prevailing blockchain-based energy trading platforms focused on system implementation for peer-to-peer electricity trading while lacking predictive control and energy scheduling optimisation. Therefore, this paper presents an integrated blockchain and machine learning-based energy management framework for multiple forms of energy (i.e., heat and electricity) allocation and transmission, among multiple domestic buildings. Machine learning is harnessed to predict day-ahead energy generation and consumption patterns of prosumers and consumers within the multi-energy network. The proposed blockchain and machine learning-based decentralised energy management framework will establish optimal and automated energy allocation among multiple energy users through peer-to-peer energy transactions. This approach focuses on energy-matching from both the supply and demand sides while encouraging direct energy trading between prosumers and consumers. The security and fairness of energy trading can also be enhanced by using smart contracts to strictly execute the energy trading and bill payment rules. A case study of 4 real-life domestic buildings is introduced to determine the economic and technical potential of the proposed framework. In comparison to prevailing approaches, a key benefit from the proposed approach is an improved computational load/failure of a single point, energy trading strategy, workload, and capital cost energy. Findings suggest that energy costs reduced between 7.60% and 25.41% for prosumer buildings and a fall of 5.40%-17.63% for consumer buildings. In practical applications, the proposed approach can involve a larger number of prosumer and consumer buildings within the community to decentralise multiple energy trading, thus significantly contributing to the reduction of greenhouse gas emissions and enhancing environmental sustainability.

브랜드 이미지와 고객 만족, 재구매 의도간의 관계 연구

To cope with various changes in consumer consumption patterns, companies are trying to enhance their brand awareness or use marketing to increase their competitiveness. Therefore, companies need to make efforts to gain a competitive advantage by forming a brand image and driving customer satisfaction and repurchase intentions.
 The study aims to analyze the relationship between the brand image of a beauty training institution and the repurchase intentions, such as trainees' satisfaction, linked training, or retraining, and to present the directions and implications necessary to strengthen competitiveness through building competitive advantage and brand activation. To this end, a survey was conducted with a sample of about 280 people training at beauty training institutions in the metropolitan area. Using SPSS WIN 12.0, frequency analysis to identify general characteristics and reliability analysis (Cronbach' a) were performed for each measurement item of variables. Multiple regression analysis and mediation effect analysis were conducted on the relationship between brand image, customer satisfaction, and repurchase intentions.
 The hypothesis was established by dividing the brand image into functional image and symbolic image, and the relationship between the brand image of the training institution along with the satisfaction of the trainees and the intention of repurchase was analyzed. As a result, it was found that the functional and symbolic image of the brand had a positive (+) effect on customer satisfaction, and the affected customer satisfaction had a positive (+) effect on consumer repurchase intentions. The mediated effect of customer satisfaction was partially adopted.
 Although this study has limitations that did not consider all the characteristics of beauty fields such as hair beauty, makeup, skincare, and nail beauty, the importance of brand image was emphasized once again in the environmental change of the beauty industry due to the popularization and specialization of the existing small beauty industry. Furthermore, the brand image will draw more attention, providing the basis for training institutions to be competitive and seek ways to develop the company.

Does consumer healthy lifestyle influence the consumption patterns of Malaysian consumers?

This paper was designed to examine the effects of price and place on the consumption patterns of healthy food and a healthy lifestyle, as well as the mediating effects of a healthy lifestyle between the specified linkages. A quantitative research design approach as selected, and a questionnaire was formulated for primary data collection. The variables were measured using 21 items sourced from previous studies. The systematic sampling technique assessed all the items using a five-point Likert Scale, with 500 questionnaires distributed to academicians from four Malaysian Universities. A total of 357 responses were received, representing a 71.4% response rate. The analysis utilized Partial Least Squares (PLS) regression and descriptive methods. The findings suggest that there is a direct relationship indicating that consumers’ healthy lifestyle, price, and place are significant predictors of consumption patterns. Furthermore, the mediating effects of a healthy lifestyle show that it plays a significant role in mediating the relationship between price and place with consumption patterns. Malaysian consumers have a strong concern about healthy food consumption patterns. It is recommended that managers prioritize strategies that place more significance on promoting a healthy lifestyle in the context of healthy food consumption patterns. The study also discusses the implications for various stakeholders, along with its limitations, and provides recommendations for future research.

Dynamic modelling of consumption patterns using LA-AIDS: a comparative study of developed versus developing countries

The traditional applied demand system estimation assumes that when consumer income and commodity prices change, the consumers instantaneously fully adjust to a new consumption equilibrium level and use a static demand system such as Static Linear Almost Ideal Demand System (Static LA-AIDS) for estimation. However, in real-life situations, such an assumption does not hold as consumers take time to settle to a new consumption equilibrium level. Hence, dynamic demand system estimations generate more nuanced insights into the short-run dynamics of consumer demand. This paper estimates two forms of dynamic versions of AIDS, Dynamic LA-AIDS and the error-corrected LA-AIDS, and compares the results with the Static LA-AIDS. The paper also models the consumption patterns of consumers in developed and developing countries and provides a comparative analysis of implied elasticities using recent data. The results show that the dynamic models support demand theory hypotheses—demand homogeneity and Slutsky symmetry—more than the static model. The estimated mean own-price elasticities reveal that the demand in the short-run and long-run is price inelastic across all countries. Long-run and short-run income elasticities demonstrated notable variation across various commodity groups and country groups. For example, the restaurant meal is a luxury in the short-run for all countries. In the long-run, it is a necessity in developed countries and a luxury in developing countries. Food and housing are necessities; durables, transport and recreation are luxuries in developed and developing countries in the long-run and short-run.

Preferences of Food Consumption - Local Food vs Organic Food

Objective: The purpose of this research is to understand the change in food consumption patterns of consumers of organic food especially after the pandemic. Theoretical framework: This study draws suggestions from attitude-behaviour relationship model. The internal factors are - attitudes towards local food, and attitudes towards supporting the local economy, while the external factors are - high price and trust issues related to organic food. Method: Data from organic food consumers was quantitatively analysed using multiple regression in SPSS. A seven point Likert scale was considered to measure the responses and a Cronbach alpha score of 0.8 indicated that the constructs were reliable. Results and conclusion: The findings suggest organic food consumers who have an attitude towards local food consumption and an attitude to support local economy have positive intention towards local food purchase. Also the high price and trust issues related to organic food positively influence the intention to purchase local food. Implications of the research: This study uncovers the changes in food consumption pattern during and after the pandemic. COVID-19 has affected people financially too and affordability has become a key. Marketers will have to come up with affordable solutions to market healthy food. Originality/value: The shift in consumers' preference from organic to local has implications for the environment and the society. Local food is found to be sustainable, healthy and less expensive. Local food systems cater to food traceability and high food safety.

Indonesian Honey Consumers' Behavior and Sensory Preference for Commercial Trigona Honey

Consumption of honey has increased in recent years. This included trigona honey as a new market that is developing. This research was conducted to (1) identify the consumption patterns for Indonesian honey, and (2) identify the sensory attributes of honey considered ideal by consumers which influence consumer acceptance and satisfaction. There were 2 stages of activity in this study, including a consumption online survey by 225 respondents and a sensory testing of honey samples using the CATA (check-all-that-apply) method involving 64 untrained panelists. Data analysis was carried out using SPSS and XLSTAT 2022 software. There were 4 honey samples used in this study: 2 Apis bee honey samples and 2 trigona honey samples. The study showed that the consumption pattern of Indonesian honey consumers is influenced by the consumers’ age and income. Health benefits, brand awareness, and taste of honey were the important factors in consumer behavior. Apis bee honeys were perceived as the ideal honey by consumers as they were very familiar with the taste. The sweet aroma, sweet aftertaste, caramel flavor, and viscous attributes of Apis bee honey were the attributes that the consumers like. The floral flavor and fruity aroma found in trigona honey were appealing. However, the strong sour aroma, taste, and aftertaste found in trigona honeys decrease the Indonesian consumers liking.

A Bibliometric Analysis of Sustainable Food Consumption: Historical Evolution, Dominant Topics and Trends

The major goal of this study is to trace the emergence of SFC-related research across time, using a thematic map and a list of corresponding publications. In addition, this study aims to determine the author who has made the most significant contribution to this particular field. This study provides a comprehensive bibliometric analysis of the historical development and current trends in sustainable food consumption research, examining 2265 articles published between 1990 and 2023. Using the bibliometrics package of R Studio software version 4.2.1 and its Biblioshiny package, articles from the Scopus and Web of Science databases are examined. In the field of sustainable food consumption, we identify five distinct research phases: initial stagnation, infant growth, post-economic crisis, expanding phase and COVID-19 and post-pandemic. While research on broader sustainability topics can be traced back to the early 20th century, a very limited number of articles on sustainable food consumption was published in the 1990s. However, the number of publications increased incrementally over time, with a notable uptick in interest around 2015, and the subject was still being discussed in 2022. The emergence of the COVID-19 pandemic marked the beginning of the most recent phase of research, which analyzed the consumption patterns of consumers before and after the pandemic. Our study highlights key authors, documents and sources related to sustainable food consumption. The United States, Italy and the United Kingdom emerged as the most active contributors to the research on sustainable food consumption and were additionally the countries with the largest global market shares for organic products. Major sub-themes including organic food, food waste, sustainable development and food security, together with consumer behavior and organic products appeared as being the most researched sub-themes of recent times. The results of this study suggest that more research is related to sustainable food consumption in countries with a low organic food market share. In addition, the investigation of actual data on food waste, carbon footprints and greenhouse gas emissions resulting from food production and consumption is essential to gain holistic insights.

COVID 19 Impact on the Consumer Consumption Pattern in the FMCG Sector

The research is focused on identifying the changes in the consumption pattern of the consumers in the FMCG sector due to the COVID 19 pandemic. The distribution channel disruption and the complete lockdown severely affected the manufacturing and the distribution of the FMCG products and the shifts that has taken place when it comes to purchase of FMCG goods, the medium used and whether the change in the behavior of the consumers are permanent or temporary. The research was conducted on the FMCG sector which provides huge opportunity in the rural markets of India. The pandemic has shifted the consumer consumption pattern from non- essential goods to essential products. Purpose – The main purpose of the research is to look into the consumption patterns for pre- corona, during the lockdown and the post lockdown and finds out the changes in the consumption pattern so as to understand the future of the FMCG sector. The customer conversion into e-commerce platforms and home delivery services for purchase of groceries, vegetables etc.

A Discussion on Changes in Consumer Behaviors and Marketing Coping Strategies during the Pandemic Era – A Case Study of the Hotel Industry and Catering Industry

Abstract To date, the COVID-19 pandemic has been affecting the world for three years, and it has greatly impacted the service industry, especially the hotel and the catering industries, which were the first to bear the brunt, as the pandemic changed the previous living habits and consumption patterns of many consumers. This study used in-depth interviews in qualitative research methods to conduct exploratory research of these two service industries and analyzed the changes in marketing environments and consumer behaviors faced by enterprises under this pandemic. The research results show that there were significant impacts and changes in the marketing macroenvironment (political, economic, social and cultural, and technological) and microenvironment (suppliers, competitors, and customers). Meanwhile, this study also put forward possible business opportunities for and threats to enterprises due to this pandemic. Finally, this study proposes strategic marketing implications and practical management suggestions for enterprises to adjust market segmentation and positioning. Furthermore, this study formulates the 7P marketing strategies of Product, Price, Place, Promotion, People, Physical Evidence, and Process to mitigate the adverse impacts of the pandemic. Keywords: COVID-19, Marketing strategy, Online merge with offline, Hotel industry, Online travel agent.

Calculation of Consumer Baseline Load for Residential Sectors in the Context of Smart Grid

Demand response (DR) modifies the pattern from a straightforward to an interactive one, allowing for the investigation of consumer participation in the power market and progress. The most important technique for evaluating the status of DR program implementation among those discussed in the earlier literature is consumer baseline load (CBL). Without using the DR program, CBL depicts the consumer consumption pattern that might emerge. There hasn’t been much study done on CBL computation for residential consumers, and most of it ignores the influence of weather on these estimates. This study describes a novel method for computing CBL for residential consumers in the context of a smart grid. The findings show how weather affects CBL estimations and consumer desire to upgrade home insulation. The proposed method is examined in four test cases. The day-wise load data for the first test case has been collected from the NO1 region of Nord Pool and the remaining three test case data have been collected from the Connecticut and New Hampshire region of New England ISO.

A Study on Consumption Pattern of Herbal Personal Care Products among Male Consumers with Reference to City of Mumbai

In terms of economic output, the fourth-largest sector in India is fast-moving consumer goods (FMCG). The sector is divided into three primary segments: food and beverage, which makes up 19% of the sector, healthcare, which makes up 31%, and household and personal care, which makes up the remaining 50%. From US$ 31.6 billion in 2011 to US$ 52.75 billion in 2017–18, the FMCG sector has increased. The sector is anticipated to expand at a further Compound Annual Growth Rate (CAGR) of 27.86%. In 2018, the market for personal care and cosmetics generated US$14,443 million in revenue. The market is anticipated to expand by around 7.1% yearly. When it comes to skin care, personal care, and makeup, the Indian consumer is getting increasingly oriented towards all things natural, organic, and herbal, and 2016 has been a definite advantage for this market. Herbal products are those that are made with natural ingredients and are based on the Hindu practise of using herbal remedies rather than products that have undergone chemical treatment. Today, personal care and cosmetics are no more perceived for female consumers only, but male consumers are also equally taking keen interest in finding a suitable personal care and cosmetic products which suit to their skin, colour, and body. But market of male consumers for personal care products is untapped market. The objective of this research paper to explore the consumption pattern of male consumers for herbal personal care products

Content Consumption in Streaming Frenzy Milieu: An Analysis Among College Students in Mysuru

Until 2010 when Netflix became a reality no one imagined that a DVD rental company would change the entire consumption pattern upside down (Shantharaju S & Vagdevi H S, 2021). The culture it created prompted many to follow the suit including Disney Plus (Disney +), e-commerce tycoon Amazon (Prime), homegrown Alt Balaji, and others. Over-The-Top (OTT) platforms offer everything from the Latin American Narco-history with an addictive dramatic plot, series of belongingness with subjects dealing with nationalism & patriotism, content on sex & lust, to the nauseating portrayal of chauvinism weave an everlasting TV series. Probably, without the infrastructure and user interface, OTT platforms wouldn't have been so popular (Michael Samuel, 2017). With the diverse content and available and affordable technology, thanks to the pandemic there have been a skyrocketing growth of OTT subscribers from 32 million in 2019 to 62 million in 2020 (exchange4media,2020), and still growing strong. The lockdown saw a clear shift from traditional media to OTT platforms (Gupta & Singharia, 2021). Today, India has 40 OTT platforms, and it is one of the fastest-growing OTT markets (PwC Report,2020). With government push to digitization coupled with cheap mobile data, increasing mobile population and most importantly rural penetration of the internet (business insider report, 2021) has all influenced the growth of OTT platforms as well. With two OTT providers in 2012 to 40 plus as of today, the OTT revolution has come a long way in India (NASSCOM, 2020). The induced growth of OTT due to the pandemic has also led to questions on the content that is been viewed on these platforms. A conflict that questions, the content vis-à-vis the crass outright representation of the subjects and their influence. According to industry reports in 2021, students have made the biggest contributions to OTT consumption. It is necessary to understand how these content influences aspects of the individual. Many recent studies (Gupta & Singharia, 2021; Nijahwan & Dahiya, 2021) concentrate the research on emerging consumer consumption patterns and changing behavior and habits. The current research is an empirical study on the growing influence of content among college students in the Mysuru region. The study analyses the psychographic influence of content consumption using a structured questionnaire.

The Moderating Effect of Green Advertising on the Relationship between Gamification and Sustainable Consumption Behavior: A Case Study of the Ant Forest Social Media App

The end of the twentieth century saw increased research on sustainability issues, particularly consumer consumption patterns and their environmental impact. As consumers become more aware of the need to shift consumption habits toward green initiatives, a broader set of methods encouraging sustainable living should be sought. Due to the popularity of gamification in apps and other technology-related solutions, little research has been conducted to investigate gamification and advertising as a strategy to promote sustainable consumption. Using convenience sampling, this study surveyed 305 Ant Forest app users to investigate the relationship between gamification, perceived enjoyment, and sustainable consumption while observing green advertising as a moderating effect. The findings show that green advertising does not moderate gamification experience or perceived enjoyment but does moderate perceived enjoyment and sustainable consumption. Given that the study samples were university students, it is surprising to learn that gamification and green advertising have no relationship, thus denying the gamification experience to encourage sustainable behavior among China’s youth. As a result, marketers pursuing green initiatives should keep this impactful result in mind when implementing gamified features in user-experience apps. Gaming is seen uniquely for pleasure and enjoyment, not for creating behavioral change and awareness.