Unleashing Enjoyment, Engagement, and Motivation to Boost Green Gamified Banking Investigating the Cognitive Role in Green Green-Gamified Banking

Different strategies have been employed by marketers over recent years to create environmental awareness. Gamification is one of them. These gamifications evolve into positive emotions and can convey messages, leading to sustainable behavior. However, the use of such gamification in e-banking is yet to be explored. This study explores a new paradigm “green gamified banking” through e-banking users. The following study develops a hypothesis on three primary emotions, enjoyment, engagement, and motivation, side by side, to provide sufficient evidence of gamification used in e-business such as e-banking. We provided a game algorithm to support the theory and developed a variable. For a feasibility check, we first found e-banking customers who were part of such games and were interested in sharing their experiences. In this context, a survey of 264 people was conducted. We performed partial least square-structural equation modeling, and the results suggested serious games in e-banking. Besides a sustainable agenda, it contains an element of positive emotions that enable users to be part of such a cause. The empirical analysis provides evidence enjoyment and motivation have positively significant partial mediation, whereas engagement remained insignificant.