Social media marketing plays a relevant role in the brand promotion of enterprises owing to its advantages of rapid and diversified communication with consumers. The Chinese Internet enterprise Alipay launched Ant Forest as a mobile application with gamified social functions, bringing consumer-brand engagement. Ant Forest provides a variety of gamification functions (e.g. point, leaderboard, badge, task and teamwork) to encourage users to participate in environmental protection and public welfare activities. These gamification mechanisms, combined with the spread of social media, have realised the co-creation of user brand value. In the current study, 305 Gen Z users of Ant Forest were surveyed through an online questionnaire, and the data analysis was conducted using the partial least squares structural equation modelling (PLS-SEM) method. This study indicates that the four elements of entertainment, trendiness, customisation and word-of-mouth in social media marketing have statistically significant direct effects on the consumer-brand engagement in Ant Forest. In addition, gamification shows a significant positive moderating effect on the relationship between customisation and consumer-brand engagement and a significant negative moderating effect on the relationship between trendiness and consumer-brand engagement in Ant Forest. This study adds gamification to the conceptual system of social media marketing and provides suggestions for the development of gamified social media marketing applications.

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.

This paper will explore the university campus community’s perspective towards the realization of a zero-waste campus. A qualitative approach is employed to identify the factors influencing the campus community’s awareness and participation in solid waste management (SWM). Perceptions, attitudes, beliefs, opinions, and ideas of Universiti Sains Malaysia (USM) campus community members are explored in focus group discussions (FGD) to determine the main factors influencing their zero-waste pro-environmental behaviour (PEB). The in-depth interview (IDI) is used to learn more about the university campus community’s perspectives on the themes defined by the FGD. The instruments were developed based on the adaption and adoption of previous studies, especially in reference to Kollmuss and Agyeman’s 2002 Model of Pro-Environmental Behaviour and a modified Knowledge-Attitude-Practices model. The findings show that environmental goals, environmental education, personal waste-related experience, environmental policy, environmental self-awareness, reinforcement contingencies, community engagement, social responsibilities, exemplary leadership, and social media influence the campus community’s zero-waste PEB. A framework based on an adaptation of Kollmuss and Agyeman’s model of pro-environmental behaviour is proposed to promote sustainable pro-environmental behaviour towards a Zero-Waste Campus.

Indonesia is not exempt from the globally increasing environmental complexities (particularly climate change). Following Cox’s (2013) environmental communication strategy, this research aimed to review environmental communication strategies by environmental non-governmental organizations (ENGOs) with the “Bye Bye Plastic Bags” campaign through social media in Bali, Indonesia. This study also examined the communal perspectives of the “Bye Bye Plastic Bags” campaign execution. An in-depth interview was performed with five ENGO respondents and two community counterparts to obtain the study aim. Resultantly, ENGOs incorporated Cox’s (2013) four-phase environmental communication strategy for the campaign (assessment, planning, production, and action and reflection). The ENGOs employed digital platforms (Instagram and Facebook) during the campaign for knowledge transfer. Additionally, community respondents denoted the campaign as a good initiative in substantially reducing garbage-littering among Bali tourists. As it was claimed (by community respondents) that the campaign only emphasized younger individuals, both respondent groups implied the need to expand the target audience across all generations as environmental intricacies were a social issue.

This study aimed to investigate the relationships between knowledge, attitudes, and values in promoting zero-waste, pro-environmental behaviour among the university campus community and how technology plays its role. A survey instrument was developed from the findings of earlier focus group discussions and in-depth interviews, which were based on the adaptation and adoption of previous studies, especially Kollmuss and Agyeman’s 2002 Model of Pro-Environmental Behaviour and a modified Knowledge-Attitude-Practises Model. Three hundred ninety-three respondent samples from Universiti Kebangsaan Malaysia, Universiti Putra Malaysia, and Universiti Sains Malaysia were analysed for their insights regarding their vision of a Zero-Waste Campus using the Structural Equation Modelling approach. The results show positive relationships between the five studied variables and the proposed hypotheses. Knowledge and attitudes serve as moderating variables, enhancing the strength of the causal effects of the related relationships. As the results show good significance, proper planning for integrating the studied variables and the proposed zero-waste campus framework can be used by university management, other institutions, or national-level agencies to develop an environment-specific plan to promote zero-waste, pro-environmental behaviour.

Considering the massive environmental problems occurring in Malaysia, the media and the ENGOs are said to play pivotal roles in delivering environmental information to the mass society in order to increase their awareness, knowledge and practices towards the environment and sustainability. This study sought to shed the light on the type of roles can be played by the Malaysian media and the ENGOs in environmental sustainability communication. For the purpose of this study, 24 interviewees encompassing 13 media interviewees from two media organizations, namely Utusan Malaysia and The Star, as well as 11 ENGOs interviewees from two ENGOs organizations, WWF and MNS. The result of this study indicated that although both media and ENGOs seem to have different organizational backgrounds, particularly the media is a profitable organization whilst ENGOs are more non-profit oriented, when it comes to environmental communication, most of them agreed that they share quite similar roles particularly in informing and educating the public about environmental issues and in conducting research on environment and sustainability matters.