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Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar

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  • Xuhui Wang

    (School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

  • Asad Hassan Butt

    (School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

  • Qilin Zhang

    (School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

  • Muhammad Nouman Shafique

    (School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

  • Hassaan Ahmad

    (School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

  • Zahid Nawaz

    (School of Business Administration, Dongbei University of Finance and Economics, Dalian 116025, China)

Abstract

Online gaming is consistently changing with the use of new technologies and seen as making an impact on consumers’ sustainable lifestyles. The gaming avatars have influenced low avatar identification players to engage in physical and learning activities through massively multiplayer online (MMO) game genre. The fundamental purpose of the study is to classify the association of an avatar with consumer’s behavioural intention for exercise and to consume healthy food. This study incorporates three theories: social cognitive theory (SCT), social determination theory (SDT) and player-avatar identification (PAI) theory to determine its four dimensions’ impact on exercise and healthy food intention to attain a sustainable healthy lifestyle. SCT is related to human cognitive behaviour in the light of immersive experience, self-presence, and enjoyment. SDT related to the physical aspects of consumers that are exercise intention and consumption of healthy food. The results have shown that immersive experience, self-presence and enjoyment do impact the consumer’s behavioural intention towards an individual’s sustainability.

Suggested Citation

  • Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Muhammad Nouman Shafique & Hassaan Ahmad & Zahid Nawaz, 2020. "Gaming Avatar Can Influence Sustainable Healthy Lifestyle: Be Like an Avatar," Sustainability, MDPI, vol. 12(5), pages 1-22, March.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:5:p:1998-:d:328873
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    References listed on IDEAS

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    Cited by:

    1. Xuhui Wang & Asad Hassan Butt & Qilin Zhang & Nouman Shafique & Hassan Ahmad, 2021. "“Celebrity Avatar†Feasting on In-Game Items: A Gamers’ Play Arena," SAGE Open, , vol. 11(2), pages 21582440211, May.
    2. Sestino, Andrea & D'Angelo, Alfredo, 2023. "My doctor is an avatar! The effect of anthropomorphism and emotional receptivity on individuals' intention to use digital-based healthcare services," Technological Forecasting and Social Change, Elsevier, vol. 191(C).

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