Abstract/Summary

Purpose - This study integrates affordance theory and self-determination theory to examine how gamification affordances on consumer-to-consumer (C2C) secondary marketplace apps influence users’ pro-environmental behaviors. Drawing on the concepts of warm glow and moral licensing, it investigates how pro-environmental actions via apps may unintentionally lead to overconsumption. Design/methodology/approach - We recruited 613 respondents who had recently used Xianyu, a leading C2C secondary marketplace app in China, to sell their unwanted possessions. Data were analyzed using SmartPLS 4.0 to test the proposed path relationships. Findings - The findings showed that instrumental and hedonic affordances, but not social affordances, are crucial for enhancing pro-environmental motivations. Users’ engagement in pro-environmental actions is driven by autonomous (intrinsic) and controlled (extrinsic) motives. Engaging in pro-environmental actions via apps can increase the warm glow effect, which, in turn, may unintentionally contribute to overconsumption behaviors, including over-purchase, hedonic consumption, and impulse purchase. Moral licensing strengthened the impact of warm glow on hedonic consumption and impulse purchase. Originality - This research offers a novel perspective by demonstrating how gamification affordances promote pro-environmental behaviors yet may indirectly drive overconsumption through the emotional benefits of these actions. By highlighting both positive motivations and potential unintended consequences, this study provides a comprehensive understanding of gamification’s impact in C2C secondary marketplaces. Practical implications - This study suggests C2C secondary marketplace apps can design gamified elements to sustain pro-environmental motivations while reducing overconsumption by leveraging instrumental and hedonic affordances, emphasizing long-term environmental impact, and mitigating moral licensing through ongoing commitment.