Examining the impact of Gamified Advertisement on Green Buying Behaviour of Generation Z in India.

Abstract

This research investigates how gamified advertisements influence the green buying behavior of Generation Z in India, using Technology Acceptance Model (TAM) and extends it by Affordance theory. Data were gathered from 341 students studying at a higher education institution. The proposed model was examined with Smart PLS software. Findings confirm relevance of TAM and establish a link between Affordance theory and TAM constructs. The study offers practical insights for green marketers to design effective gamified advertising strategies targeting educated Indian millennials.